Amazon's Australian e-commerce sales more than doubled in 2019 and are forecast to reach $23 billion in 10 years as the tech giant offers a wider range of products, sharper pricing and faster shipping to attract more customers.

While Amazon has had a slow start after launching its e-commerce offer in December 2017, Morningstar analyst R.J. Hottovy believes Amazon will replicate many of the strategies that have made it successful in other markets, namely lower prices and reliable one- and two-day shipping.