Country of Origin Labelling for Online Sellers in Australia: Food Labels and Made in Claims on Amazon

Most food sold in Australian retail settings, including online, needs a country of origin label, and that includes imported food. For non-food goods there is no label to copy: instead, the Australian Consumer Law (ACL) decides when a "made in", "grown in" or "product of" claim is safe to make. If you sell on Amazon.com.au, the origin wording on your pack and in your listing both count. This is general information, not legal advice; confirm with the ACCC or a lawyer.

Does food country of origin labelling apply to Amazon sales?

Yes. Online sales count as a retail setting: most food sold in shops, markets, online and vending machines needs a country of origin label, while food sold where it was made and packed, and most restaurant food, is excluded. The rules are in the Country of Origin Food Labelling Information Standard 2016, which that page cites.

The rules apply to imported food as well as Australian food. Importers can bring in products already carrying the right labels or fix the labels after arrival in Australia. Amazon requires approval before you sell grocery, so check category approval first.

What label does my food product need?

There are two label types:

The kangaroo symbol appears only on standard marks, and only if the product was grown, produced or made in Australia. Imported goods cannot use it. The standard mark includes a bar chart showing the percentage of Australian ingredients.

Which foods are "priority" and which are not is set by the standard, and business.gov.au publishes the lists. They are not copied here because they change. Use the government's online country of origin labelling tool, which asks about Australian ingredient content and where the product was last substantially transformed, or ask the ACCC.

What should my Amazon listing say about food origin?

The standard governs the label on the food or the information accompanying its sale. Business.gov.au says online sales count as retail. The business.gov.au summary does not say precisely what an online listing must repeat, so confirm that point with the ACCC. A cautious approach:

• Show clear photos of the pack front and the origin label.
• Repeat the origin statement in the description, using the same words as the pack.
• Do not add a stronger claim in the title than the pack supports. "Aussie Made" on a pack labelled "Packed in Australia from imported ingredients" is the classic mismatch.

Sellers of grocery should also read Amazon Australia restricted products.

How do origin claims work for non-food products?

The ACL does not tell you to put a country on a non-food product. It does tell you what claims are protected from liability. Under ACL s 255 (compilation 28 March 2026):

• A "made in" claim is protected from misleading-conduct liability if the goods were last substantially transformed in that country, meaning they are fundamentally different in identity, nature or essential character from the imported ingredients or components.
• A "grown in" claim needs each significant ingredient or component to be grown there and all or virtually all production processes to take place there.
• A "produce of" or "product of" claim needs each significant ingredient or component to originate there and all or virtually all processes to take place there.

Older guides talk about a 50% production-cost test. The current text of s 255 and the summary above do not rely on that test, so treat any advice built on a 50% rule as something to check with a lawyer or the ACCC.

An illustrative example: you sell a candle poured and finished in Melbourne using imported wax and imported glass jars. Pouring is the last substantial step. Whether it is "fundamentally different" from its components is the question to ask a lawyer or the ACCC, and "Made in Australia" is a safer claim than "Product of Australia" because the wax and glass are imported. "Product of Australia" would fail the test on those facts.

What are the risks of a wrong origin claim?

False or misleading representations fall under the unfair practices part of the ACL. For a body corporate, the maximum penalty is the greatest of A$100,000,000, three times the benefit gained, or 30% of adjusted turnover in the breach period; for an individual it is A$2,500,000. Older material quotes A$50,000,000. Those are maxima, not what a small seller would typically face, but they show the regulator's attention.

Amazon-specific risks are separate: buyers can report listings, and an inaccurate origin claim can lead to a complaint or a listing removal. See Amazon policy warnings.

What about imports and customs?

Imported goods may need a trade description with accurate description and country of origin, and imported food must meet the Food Standards Code, with some food showing country-of-origin information. This is a customs and labelling requirement, separate from your marketing claim. Do not confuse the customs "origin" used for duty or free trade agreements with the "made in" test in the ACL. The Australian Border Force can issue Origin Advice for free trade agreement preference and aims to do so within 30 days of receiving all documents. See import GST and duty for FBA and private label on Amazon Australia.

How do I audit my catalogue for origin claims?

Origin wording hides in more places than the pack. Search these:

1. Titles and bullets for "Australian made", "Aussie", "local", "made in", "product of", "proudly" and flag emoji.
2. A+ Content and images, where badges such as an Australian-made logo are easy to overlook. See A+ Content in Australia.
3. Pack artwork, because the listing should never promise more than the pack does.
4. Supplier documents: the commercial invoice and any origin statement.
5. Brand Store copy, where the story page may say "Australian owned" next to a product made overseas. Ownership and origin are different claims.

For each claim, write down which test it relies on: last substantial transformation for "made in", all significant components plus all or virtually all processes for "product of" and "grown in". If you cannot write the test next to the claim, soften the claim.

Safer wording when the facts are mixed: "Designed in Australia", "Packed in Australia from imported ingredients" or "Made in China, packed in Melbourne" if each is true. These describe what happened rather than implying more.

What goes wrong in practice?

Three patterns catch sellers:

• Brand names that imply origin. A brand called "Outback" or "Aussie" on a product made overseas can create an impression that needs clear correcting information. Take advice before you launch a brand name like this.
• Private label from a factory catalogue. The factory may ship goods with an origin printed on the carton; make sure it is accurate and the same on your pack. See private label on Amazon Australia.
• Bundles that mix origins. A gift box with Australian-made soap and an imported candle cannot say "Made in Australia" for the whole box without explanation.

We have no data on enforcement against Amazon sellers specifically, and we will not invent any. The legal risk comes from the ACL and the food standard, not from Amazon's policies.

FAQ

Do I need a country of origin label on food I sell only on Amazon? Yes, in most cases. Business.gov.au lists online among the retail settings where most food needs a label, and imported food is covered as well, so a food seller using FBA should treat the label as a requirement.

Can I put the kangaroo on imported food? No. The kangaroo logo appears only on standard marks for products grown, produced or made in Australia, so it cannot go on a product that is simply imported and repacked.

Is "Made in Australia" legal if I import the parts? It can be, if the goods were last substantially transformed in Australia. Take advice if the work in Australia is only assembly or packing.

Is there a mandatory origin label for non-food goods? The ACL has no general origin label requirement for non-food goods. The ACL protects accurate claims. Customs and specific product rules may require some wording on imported goods.

Does this page cover seafood, meat or other special rules? No. Some foods have additional labelling rules on top of the general standard, and they are not covered here. Check the food labelling guidance for your product or ask the regulator before you list.

Where do I start for refunds and consumer guarantees? Origin claims are one part of the ACL; guarantees and refunds are another. See Australian Consumer Law and Amazon returns for that side.

Next steps

Start from the Australia hub, check each product's origin facts, and align the pack, the listing and your supplier paperwork. If you want help with listing wording once the facts are settled, see Amazon listing management in Australia. Blooprint is an Amazon SPN verified partner working with Australian sellers remotely from Bengaluru.