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In a testament to the irresistible allure of China's consumer market, the Amazon China Global Store recently made a significant move by unveiling a dedicated shopping extravaganza tailored exclusively for Chinese consumers this summer.

This event serves as a vivid testament to China's status as a prime destination for global businesses, with its vast market potential and burgeoning consumer demand acting as a powerful draw for international e-commerce giants like Amazon, experts said.

The Amazon China Global Store announced plans to kick off its Amazon Day, a special promotion event designed for Chinese consumers from July 8 to 12. The event will feature more than 30,000 international brands and more than 2 million overseas products, with 1 million global new arrivals launched simultaneously, according to a release sent by Amazon China to the Global Times on Thursday.

During the event, consumers can enjoy global free shipping and express delivery of overseas goods within as fast as two days. Meanwhile, a new "Import Supermarket" channel is also being launched, creating a cost-effective and one-stop shopping option for daily necessities, according to the release. 

"The summer promotion is tailored exclusively for Chinese consumers. It represents our deep response to the new demands and preferences of import e-commerce consumers, as well as an important step in our exploration to better serve local consumers," Peter Li, Head of Amazon China Global Store in China, said in a statement sent to the Global Times.

The promotion signals Amazon's intensified focus on China, where cross-border e-commerce thrives amid rising demand for quality overseas products.

Ye Yufei, a 25-year-old white-collar worker in Beijing, told the Global Times on Thursday that she frequently engages in overseas online shopping. "As a regular Amazon user, I find it offers a diverse range of brands, including many not readily available in the domestic market, which aligns with my purchasing needs. During this promotion, I intend to browse for specific cameras and film on Amazon. Although the delivery timeline may be longer compared with domestic platforms, I am willing to wait for non-urgent items," Ye said.

Experts said Amazon's move represents a strategic response to China's dynamic market. They highlighted the company's strengths while also noting its challenges.

"Amazon's initiative serves as ample evidence of the immense potential within China's consumer market. Against the backdrop of China's unwavering commitment to opening up, this series of promotional activities underscores Amazon's strong confidence in China's economic recovery and consumption potential," Liu Dingding, a technology industry observer, told the Global Times on Thursday. 

As a global comprehensive e-commerce platform, Amazon operates with an expansive global supply chain. By virtue of its extensive global procurement network, Amazon is able to source a wide range of goods. This scale may enable it to negotiate pricing, potentially offering certain products at competitive rates, including some items that are not readily available on domestic e-commerce platforms, Liu said.

However, the cross-border nature of its business presents notable challenges. In aspects such as customer service response, after-sales support, and logistics delivery, Amazon's operations are often less convenient compared with domestic e-commerce players, Liu added.

Zhang Yi, CEO of Guangzhou-based market consultancy iiMedia Research, told the Global Times on Thursday that the demand for high-quality overseas products among China's middle-class and upper-class families has surged, yet the market remains far from saturated, indicating enormous room for growth in the cross-border e-commerce sector.

Amazon operates with a global network of suppliers, enabling it to offer a wide variety of products. Nevertheless, the company faces challenges, particularly regarding brand recognition. Many consumers remain unfamiliar with Amazon, which may hinder its market penetration, Zhang said.

According to Zhang, domestic e-commerce platforms, in contrast, with their years of development, have built strong capabilities in user experience, marketing strategies, and local logistics operations.

China's import figures further illuminate the market's allure. In 2024, the country's import value hit 18 trillion yuan ($2.51 trillion), a 2.3 percent year-on-year increase and a record high, maintaining its position as the world's second-largest import market for 16 consecutive years, according to the Xinhua News Agency.