I suppose you can say that it was part of a “feeler” move to introduce a shop for its Kindle e-book reader on Tmall in 2014, which in turn was a step forward after establishing an online presence in the country since four years back. Tmall happens to host close to 50% of all Chinese business-to-consumer transactions.
Yang Xiao of e-commerce services provider HC International, shared, “China’s e-commerce industry is fast-growing and nobody wants to miss it. Amazon wants to add an additional distribution channel in China.”
An Alibaba spokeswoman mentioned, “We welcome Amazon to the Alibaba ecosystem and their presence will further broaden the selection of products and elevate the shopping experience for Chinese consumers on Tmall.”