*报道原文：
Undaunted by its underwhelming Australian debut, Amazon has turned up the heat on traditional retailers by embracing the Boxing Day sales, offering discounts of up to 50 per cent and time limited 'lightning deals."
Amazon has offered Australian consumers an alternative to hitting the shops for the post-Christmas clearance sales, saying that from midnight on December 25 it will cut prices on hundreds of products including apparel and accessories, homewares, electronics and video games, toys and books.
The discounts include 40 per cent off mens, womens and childrens clothing, shoes and accessories across brands including Puma, Casio and Tommy Hilfiger and two-for-the-price-of-one deals on books, movies and DVDs.
Amazon will also offer $50 off select Kindle E-readers, which normally range in price from $109 to almost $400, deals on the recently launched Fire TV Stick and will cut the price of its audiobook service Audible, giving new customers access to their subscription service at a heavily discounted price.
"We hope that with our Boxing Day sale we are offering customers great value across hundreds of products, and a convenient way to shop during the holidays," said Amazon Australia country manager Rocco Braeuniger.
During the sale, Amazon will also provide 'lightning deals' - heavily discounted products available in limited quantities for a short period of time.
The deals will be available on Boxing Day only and will mainly be offered on Amazon first party products, but a number of third party sellers on Amazon Marketplace will also participate in the Boxing Day sale, giving customers access to more deals.
Amazon's Boxing Day promotion shows the US-based e-tailer is willing to adapt to local customs and will inevitably accelerate the shift from bricks and mortar shopping to online during the clearance sales.
According to a survey by comparison website finder.com.au more than one in four Australians (28 per cent) plan to shop on Boxing Day.
Online retail accounts for about 7.5 per cent of total retail spending but analysts believe Amazon's launch will help boost online penetration to about 12 per cent by 2025, similar to levels in the US and UK.
According to Commonwealth Bank credit card data released this week, online spending jumped 20 per cent in the six weeks to December 16, compared with growth of 14 per cent in the same period a year ago, boosted by Amazon's launch and shopping events such as Click Frenzy, Black Friday and Cyber Monday.
Macquarie Equities analysts expect Amazon to capture 25 per cent of online sales over time, similar to its share in Britain, lifting revenues from an estimated $1 billion now to about $14.5 billion.
UBS believes Amazon is likely to snare only 2 per cent of retail sales within five years, growing revenues to about $3.5 billion by 2023, crimping retailers' sales about 2 per cent.
However, Amazon will have a material impact on retailer profits by prompting more consumers to shop online, where margins are thinner, by driving retail prices down and by forcing retailers to invest heavily in e-commerce infrastructure that may take years to deliver returns.
The e-commerce giant launched its new Australian offer on December 5, selling more than 7 million products across 23 categories including toys, consumer electronics, sporting and outdoor goods, tools and home improvement, beauty products, clothing and accessories.