In accordance with its pre-planned decision, American tech giant Amazon has officially halted its Kindle online service in China as of June 30. This move, announced a year in advance, means that Kindle users will no longer have the option to make new book purchases online. However, they will still be able to download previously purchased books onto their local devices for a period of one year.
Amazon has also announced its intention to remove the Kindle application from the Chinese app store by June 30, 2024. Until that date, users will retain access to Kindle content via cloud-based downloads.
Publicly available data reveals that between 2013 and 2018, Amazon sold millions of Kindle reading devices in China. The company actively sought to expand its Kindle business in China and, according to internal documents from 2018, China had become the largest market for Kindle by the end of 2017, representing over 40% of the global market share for device sales.
However, with the rapid acceleration of China’s advanced 4G and 5G network coverage, the demand for e-book readers among Chinese consumers has witnessed a significant decline. Analysts suggest that the easy accessibility of free e-books in China and the relatively low cost of printed books have limited the commercial viability of the Kindle store.
In an official statement, Amazon expressed that it is currently adjusting its strategic focus while emphasizing that its long-term commitment to Chinese customers remains steadfast. The statement reads, “Amazon China’s extensive business foundation has been established, and we will continue to innovate and invest.”
Furthermore, due to underperformance in the online retail sector, Amazon had already shuttered its Chinese online store in 2019. The company’s remaining operations in China encompass cross-border e-commerce, advertising, and cloud services.