The optically stimulated luminescence (OSL) sensitivity of quartz sampled from the bed of the Castlereagh River in inland New South Wales increases linearly with distance downstream, through both a proportional increase in the number of luminescent grains and increases in the sensitivity of individual grains. It is argued that downstream transport provides numerous opportunities for repeated irradiation and bleaching which combine to increase sensitivity of the quartz grains. Individual quartz grains collected from the uppermost sampling site on the Castlereagh River increase in sensitivity in response to repeated cycles of laboratory irradiation, heating and illumination, providing an explanatory analogue. Furthermore, initially non-luminescent grains are shown to be 'switched on' by this same laboratory treatment. We conclude that downstream increases in the luminescence sensitivity of quartz observed in the Castlereagh River are due to intrinsic changes within the quartz and not due to any macro changes in the grains, for example polishing, or abrasion and loss of non-luminescent grains. We also infer that the high OSL sensitivity of sedimentary quartz from Australia is due to the predominance of environments which provide numerous opportunities for repeated irradiation, illumination and heating. Observation of the change in luminescence sensitivity of quartz bedload has the potential to provide additional information on the nature of bedload transport processes. Data from the Castlereagh River indicate that the rate of bedload transport is approximately constant along the similar to 325 km sampled reach.