Amway invests $2.9m in Sydney as it taps into Australia’s wellness boom

Direct-selling company Amway will invest close to US$2m ($2.9m) in new warehouse infrastructure to support growing demand for its product in the Australian market.

The Eastern Creek fulfilment-centre upgrades are scheduled to go live in the third quarter of 2026 and will provide faster, more efficient processing, better accuracy and a greater potential to scale, says Amway ESAN region managing director Jon L. Voskuil.

“[This] is a clear signal of our long-term commitment to this market. Australia continues to demonstrate strong fundamentals and a solid entrepreneurial spirit, and we see meaningful opportunities for sustained growth,” Voskuil says.

The move comes as Amway marks 55 years in Australia, which ranks as its second-largest market in the ESAN (Europe, Southern Africa, Australia and New Zealand) region, only behind Italy. The company says its Australian operation has achieved 17 per cent cumulative revenue growth since 2023, underpinned by a sizeable network of distributors — which it calls Amway Independent Business Owners (IBOs) — of more than 51,000 in Australia and 11,000 across New Zealand.

Tapping into the wellness economy

Founded in Ada, Michigan, in 1959, Amway now operates in more than 100 countries, and is the world’s largest direct-selling company, according to Direct Selling News Global 100, an annual industry benchmark. Over the decades, its early reputation in home-care and cleaning products evolved into a healthy lifestyle and wellbeing-focused business, and its range now spans more than 450 products across nutrition, skin care, personal care and home.

For Voskuil, that evolution is closely tied to changing consumer expectations. “Very few companies sustain relevance over five decades without continuing to evolve,” he says. “Amway was built on helping people live better lives, and that remains our guiding vision for the next generation of entrepreneurs in Australia.”

Amway’s first major product — and an early success story — was Liquid Organic Cleaner, known as L.O.C, a biodegradable, multi-purpose household cleaner that’s still available today. But much of its current growth is driven by the Nutriway range of vitamins, minerals and plant-based supplements across categories such as nutritional support, gut health, energy, and general wellbeing. That holistic approach also extends to skin health, with Artistry reflecting Amway’s focus on wellbeing through science‑based beauty solutions and nutrition‑inspired ingredients.

This focus on healthy lifestyle and holistic wellbeing has the company positioned to tap into a rapidly expanding global wellness economy valued at US$6.8 trillion ($9.9 trillion) in 2024 and forecast to reach US$9.8 trillion ($14.3 trillion) by 2029, according to the Global Wellness Institute.

Building trust through transparency

In a crowded supplements market, Amway is leaning into traceability and quality control as a point of difference. Its Nutriway range is backed by what the company describes as a “seed-to-supplement” approach, tracing ingredients from farm through to finished product. That includes botanicals grown on nearly 2500 hectares of US-certified organic farmland owned or partnered by Amway, alongside a network of audited suppliers.

Customers can also access greater visibility through the digital Traceability Tool, which will be released at the end of April and will allow them to track how products are grown, sourced and produced. Voskuil says such tools “make a real difference” in fostering trust.

“Australians are putting more emphasis on preventative wellbeing and want brands they can trust for quality and transparency.”

A flexible pathway into business

Alongside its product growth, Amway continues to expand its network of IBOs. The business model is designed to offer a flexible pathway into the wellbeing sector, appealing to a mix of entrepreneurs, professionals and those exploring additional income streams.

Amway IBOs typically begin by selling products directly to customers, with the option to grow their business over time through repeat sales and community-building. The structure allows individuals to operate at their own pace — whether as a side hustle or a more established enterprise — supported by training, digital tools and access to established product lines.

Voskuil says the model continues to resonate in a changing work landscape. “Successful Amway IBOs bring together the right mindset, a clear sense of purpose and a strong commitment to excellence,” he says. “They’re driven by the freedom to earn on their own terms, follow their passions, and build and lead something meaningful and sustainable.”

As interest in health, wellbeing and more flexible ways of working continues to rise, the model offers an entry point into a growing sector, grounded in products, but increasingly shaped by community and lifestyle.

This investment marks more than just a logistical upgrade; it’s a strategic commitment to the future of the Australian entrepreneur. By bridging the gap between sophisticated science and a modern, flexible workforce, Amway is priming itself to lead the next era of the $14 trillion global wellness economy from the ground up.

Click here for more information about Amway in Australia.