Amazon Australia is generating more revenue in Australia through subscriptions and advertising than it is through product sales in its retail arm, according to its latest earnings figures.

It marks a shift in operations for the e-commerce giant, which took home $4.7 billion in retail revenue for its fiscal year in the fast-growing Australian market.

When adding its cloud computing, commercial support service, and data centre businesses, Amazon Australia generated nearly $12 billion in revenue for the year.

Financial reports lodged with the Australian Securities and Investments Commission (ASIC) show that its 2025 direct product sales through its Australian website generated $2.33 billion of this figure, a 20 per cent increase year-on-year, but less than half of its overall retail revenue.

Subscription revenues – through Amazon Prime and its streaming services – generated $632.8 million in revenue; fees from third-party sellers generated $1.14 billion, and advertising revenues accounted for $392.2 million.

Less than a decade into its time operating in Australia, Amazon has long operated at a loss while funding rapid expansion; its recent global financial report disclosed the continued expansion of its low-earth satellite (Leo) Wi-Fi network across rural communities, including Australia.