At the beginning of this year, Kindle's official self-operated store was out of stock in a large area in China, which caused heated discussions. At that time, the official response was caused by the out-of-stock, and Amazon will also be committed to serving Chinese consumers. After half a year, Amazon's kindle service account released a public account and announced that it will officially shut down the operation services of China's kindle e-bookstore in one year, that is, on June 30, 2023.

In fact, as early as the beginning of its establishment in 1994, Amazon only operated the online book sales business, and then gradually entered the product sales sector other than books, and the kindle independently developed by Amazon was officially listed in 2007. It has officially entered the Chinese market for 13 years. . At the end of 2016, China has become the world's largest sales market for Kindle, leading the trend of a generation of ink screen readers in China for a while. In the past five years, Kindle has transformed from a trendsetter of e-readers to an "artifact of instant noodles".

The lone departure of the Kindle in the domestic market is not enough to prove that it is not successful, but it does not have the corresponding market advantage for China, where technology products are updated at a very high speed, and the Kindle is still selling well in overseas markets. The product still has certain advantages and characteristics. This is like the "customer-first" Amazon platform that has no market share in China, but is still the unshakable existence of the leading position overseas.

The operational strength of Amazon's Chinese sellers in overseas sites is an existence that cannot be underestimated by overseas counterparts. This is also an important reason why Amazon has vigorously supported Chinese sellers in overseas development in recent years to open thirteen major national sites. Chinese sellers are good at capturing the preferences and living habits of local consumers, which can bring consumers a considerate and comfortable online shopping experience, and Amazon is committed to helping more Chinese sellers enter the Amazon platform for operation and sales, bringing greater benefits to the platform. profits and market possibilities.

(Wuhan Xingtaohui)