Amazon Australia is strengthening its focus on baby products, toys and apparel, after it launched its new 'Baby Wishlist' tool on the site.
Launched on 20 June, the tool allows expecting parents to curate a list of desired products which they can share with family, friends and colleagues for an upcoming baby shower or birth.
Speaking at an exclusive launch event in Sydney, head of marketing and consumables for Amazon Australia Adeline Tan, said that the tool helps expecting parents in a variety of ways.
"It is a really exciting new program especially targeted for expecting parents or those with a newborn. Australian parents are really smart; we're embracing technology in many different aspects of our lives and with that in mind, we want to make life easier for expecting parents."
Amazon Australia currently has a selection of 125 million products available for purchase across categories.
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