In any geography Amazon enters, it does so with the aim of being the number 1. So, it builds scale, moves quickly, and executes supremely. Amazon also plays the price card, hustles the competition, and, finally, redefines the rules of the game. The moves of this ecommerce behemoth in the past two years or so have been vintage Amazon: 1) scale, 2) speed, and 3) studied silence — all intended to turn the competition stiff. This IDC Market Note looks at Amazon's entry into Australia and analyses who is bound to win and lose as a result.