Amazon China’s Prime Day was held on July 15 and 16, soon after the company closed its cooperation with third party vendors. This means Chinese consumers will no longer be able to buy third-party goods on Amazon.
However, the company didn’t shut out China completely as its Amazon International Shopping platform, Amazon Global program, Kindle business and web services are still available.
As early as three months ago, Amazon revealed its intentions to shrink its China business. The e-commerce giant made this decision 15 years after its entry in China, which is largely due to the fierce competition in the e-commerce arena from robust local companies including led by Alibaba.
Since July 18, Amazon China stopped selling paper books. Currently, when browsing all the product categories on Amazon China’s website, there is no “book” category any more, only the Kindle store and Kindle e-books. The news came as a surprise when most of the current generation started e-commerce shopping experience through purchasing books online.
According to Amazon, it will continue to create quality digital reading experiences for Chinese consumers. It will continue to support Kindle, which is widely popular in China. In the meantime, the platform will continue to provide more high-quality content and services through Kindle e-books, Kindle Unlimited monthly subscription and Prime Reading.
Kindle has achieved solid success ever since it entered China in 2013. After that Amazon China has been keeping the same pace of product launches in both China and abroad. In 2016, China became the largest market for Kindle.