Amazon is making a strategic return to China nearly seven years after exiting its domestic e-commerce marketplace, but this time with a completely different approach.
Instead of competing directly with giants like Alibaba Group and JD.com, Amazon is now focusing on logistics and cross-border trade.
The company has launched its first Global Warehousing and Distribution (GWD) centre in Shenzhen, aimed at helping Chinese sellers export products to global markets, especially the United States.
This marks a major shift from its earlier strategy, which failed due to intense local competition, better delivery networks, and more localized services offered by Chinese platforms.
Amazon is also targeting cost efficiency, aiming to reduce storage costs for sellers by up to 45%, making it more competitive against fast-growing global rivals like Shein and Temu.
The company had shut down its domestic marketplace in China in 2019 after its market share dropped below 1%, highlighting the dominance of local players.Now, instead of selling to Chinese consumers, Amazon is positioning itself as a global export partner for Chinese businesses, signaling a smarter, more focused comeback in one of the world’s most competitive e-commerce markets.
