They haven’t even started a full local service yet, but the brand values of e-commerce giant Amazon are already deeply entrenched in the Australian market, argues strategist Wayde Bull.

Australian businesses need to stop obsessing about the pending arrival of Amazon.

That’s not to say the fear is unwarranted, however it is somewhat misguided. A quote from the seminal 1980s film Poltergeist comes to mind when you’re talking Amazon: they’re here.

Read the full article at Mumbrella.