The new range has been so popular that the site's already crashed several times today.
Kogan's philosophy seems to involve cutting out the middle-men - sourcing brands like Apple and Samsing from overseas and higher up in the supply chain, and then selling direct to consumers through Kogan.com.
Until now, the prices that Australians have been paying for consumer electronics have been significantly above world averages, leading to criticism from federal MPs and the broader tech-buying population.
That is all about to change, according to CEO Ruslan Kogan.
Kogan said the expansion was a natural extension of the existing business, which will greatly benefit all Australian shoppers.
'We have learned from our friends at Dell, who decided to add to their existing core range of computers with a whole host of complementary products, including Kogan TVs. Just as Dell has become synonymous with best value in computers, Kogan is becoming synonymous with best value in other technology products.
'Kogan is already globally renowned as the place to go for the best value consumer electronics that we design, assemble, and deliver, including TVs, Blu-ray players, Digital Internet Radios, Home Appliances and more.
'We are experts at finding new innovative ways of delivering the latest technology at market leading prices. Whether it is manufacturing our own Kogan brand of products, or now sourcing the World's biggest brands, we can cut out all the middlemen to guarantee the best prices and service,' Kogan said.
The initial range of products will include digital SLR cameras and tablets, like the iPad.
As with Kogan products, the new range will come with a 12 month warranty, which is extendable up to 5 years.
The new launch comes weeks after Kogan offered free TVs to anyone who could find an equivalent product advertised for cheaper at JB Hi-Fi or Harvey Norman, and is part of a long-term market strategy to steal market share from these rivals.
The price difference is pretty massive, for example a 64GB Wi-fi iPad 2 is $799 at Harvey Norman, but $659 through Kogan.
A Nikon D3100 Kit (18-55mm) is $949 at Harvey Norman, and $489 at Kogan.