Amazon fever! Headline writers get to work as Amazon launches in 13th country

Amazon has officially launched in Australia. Naturally, the media has been overhyping the launch for many months with plenty of anticipated launch dates coming and going without any action.

Some of the headlines today include:

• Amazon Seeks to Conquer New Continent With Push Into Australia (Bloomberg)

• Day of reckoning for retailers as Amazon launches (The Sydney Morning Herald)

• Amazon launches in Australia, and it's about freaking time (Mashable)

• Amazon Australia Is Officially Here (For Real This Time, No Jokes, OK?) (Pedestrian)

• Amazon Is Making a Big Push in This Surprisingly Overlooked Country (Fortune)

• Amazon Australia goes live in time to ruin rivals' Christmas (AOL)

• Amazon Marketplace launches in Australia, local retailers brace for onslaught (ABC Online)

• Amazon Australia Launch: A Lot Of The Prices Suck (Lifehacker)

• Welcome to the jungle! Online shopping juggernaut Amazon FINALLY launches in Australia (after a few false starts ...) (Daily Mail)

• Amazon launches in Australia, showing why industry predictions are futile (SmartCompany.com.au)

• Amazon Australia has timed its launch perfectly for the Christmas period, but here's how local retailers can survive (Business Insider Australia)

and our favourite:

• Amazon officially launches in Australia, Kiwis yet to benefit (New Zealand Herald)