• Press Room
  • Press Releases
  • 'There's no Place Like Gnome': Amazon Australia Launches a Garden Store for all Things Outdoors

'There's no Place Like Gnome': Amazon Australia Launches a Garden Store for all Things Outdoors

'There's no Place Like Gnome': Amazon Australia Launches a Garden Store for all Things Outdoors

September 10, 2019 at 9:00 AM AEST

The new Amazon Australia Garden Store features a wide range of products to make your outdoor space as inviting as possible


SYDNEY, 10 September: Amazon Australia has today launched a Garden store carrying a range of outdoor products that will help Australians make their outdoor space as inviting as possible, just in time for spring.

"Australians love the outdoors and as the temperature starts to warm up, there’s no better time to get outside and relax, unwind or entertain in your outdoor space," said Rocco Braeuniger, Country Manager of Amazon Australia. "Our new Garden store has a range of enticing outdoor products from gardening equipment to pool supplies to patio furniture to BBQs."

"Our Garden store adds to the over 125 million products already available on Amazon.com.au, underscored by great value and fast delivery."

Research commissioned by Amazon Australia has found that outdoor trends have changed over the years with some iconic backyard fixtures fading out of fashion. Many Australians have noted the following items as not present in their current backyard versus when they were younger.

The Amazon Australia Outdoor Living report has revealed the following items and activities as on the decline:

  • Hill Hoist clothes line – a decline of 23% (57% in their youth to 34% today)
  • Garden gnomes – a decline of 2% (21% in their youth to 19% today)
  • Backyard cricket – a decline of 24% (36% to 12% today)
  • Trampolines – a decline of 15% (28% to 13% today)

Showing the nation's love for outdoor entertaining and cooking, BBQs have actually grown in popularity, with 56% of Australians noting that they have a BBQ versus when they were younger (52%).

To celebrate the launch of its Garden store, Amazon Australia has embarked on a mission to bring back the humble garden gnome and reinstate it to its rightful place as guardian of the garden. Five lucky Australians will have the chance to win a personalised, handmade gnome for their garden, created by team of world-class sculptors (valued at more than $2000 each).

While maybe sliding out of fashion over the decades, garden gnomes have long been known to bring luck to the home and guard your outdoors. To bring them back to their former glory, Aussies want gnomes to be 'more modern' (39%), 'more diverse' (18%), 'more culturally relevant’ (28%), and generally a 'bit more Aussie' (29%).

"I'm excited the Amazon Australia has launched a Garden store giving Australians the chance to shop a range of quality local and international outdoor equipment with the convenience of delivery straight to their front door," said multi-award winning horticulture and landscape expert as well as gnome judge, Charlie Albone.

"Working in the landscaping industry, I've seen many outdoor trends come and go over the years, but one thing is a certainty and that is that Australians love the great outdoors. The humble garden gnome is a classic feature of the Australian garden, and I’m thrilled that Amazon Australia is giving it a 21st century makeover."

Other key findings from the Amazon Australia Outdoor Living report include:

  • Rise in plant parenthood - Three in four millennials (75%) are keen gardeners, indicating they grow their own organic fruit, vegetables or herbs. Nearly two-thirds (65%) of Aussies are interested in growing organic fruit, vegetables or herbs, followed by growing natives (34%).
  • 'Grow your own' tops outdoor wish lists - Veggie gardens (22%) have been crowned the number one most wanted item in an outdoor space, followed by the signature outdoor barbie (21%), and various outdoor furniture (18%). For men, BBQs are number one (28%) and for women it is veggie gardens (26 per cent)
  • Modern makeover of the gnome - When asked what 2019's gnomes should look like, respondents answered getting new hair and clothes (20%), doing modern and more Australian activities (39%) like 'taking selfies and doing yoga', 'playing cricket', 'having a BBQ', and 'drinking a tinnie'.
  • Connecting with fauna – Approximately 15% of Australians indicated that they’d like to try beekeeping at home and 19% indicated they’d like to try and raise livestock such as chickens.

With Prime, nearly 90% of Australians have access to free delivery in an as fast as two days on Prime eligible Garden items. Customers who do not have Prime can enjoy free delivery on orders above $39 when shipped by Amazon AU.  A one-day delivery service is available in select areas across Australia.  Everyone can try Prime and enjoy all of the benefits by signing up for a free 30-day trial (and then $6.99 per month) at www.amazon.com.au/prime.

To find out more about the Amazon Australia Garden store and for a chance to win a handmade customised gnome of yourself or a loved one, visit www.amazon.com.au/garden for more information.


Media assets

See here for gnome assets, including b-roll vide: https://bit.ly/2lv2j2u
See here for top products: https://bit.ly/2jZEKP2

For more information, please contact:
Caroline Nguyen, Mango Communications
0411 038 172

Gina Leung, Mango Communications
0450 133 482 

About Amazon Australia
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews.

Notes to editor

Prime and free delivery
With Prime, nearly 90 per cent of Australians have access to free two-business day delivery on Prime eligible orders. Customers who do not have Prime can enjoy free delivery on eligible orders above $39 when shipped by Amazon AU.  A one-day delivery service is available in select areas across Australia. 

Research Methodology
This study was conducted online among 1,001 Australians aged 18+ in August 2019, by Pureprofile.

About Amazon Australia’s Personalised Gnomes
The Amazon Australia ‘Gnome Yourself competition will run from the 10 - 24 September 2019. Entrants will need to answer ‘Why you or a loved one would make the perfect garden gnome?’ to be in with the chance of winning. Sculpted gnomes will be delivered in October 2019.