This paper discusses the experience of Amazon in the rapidly expanding e-commerce market in China, with a focus on the challenges faced and the strategic decisions made. The study also explores the development of the e-commerce industry and companies in China, which are characterized by innovative business models and a strong mobile user base. Through a qualitative analysis of the strategy from Amazon, the study identifies some of key factors that lead to its gradual loss of market share that consist of insufficient localization, centralized decision making, and limited marketing adaptability. Although China experienced rapid economic growth and the success of local competitors such as Alibaba and Jingdong, Amazon struggled to capitalize on the preferences of local consumers and the highly competitive market setting. In the end, Amazon exited the local market in 2019 and redirected its emphasis to cross-border e-commerce. The study concludes on the importance of localization, flexibility, and a rich insight into the dynamics of regional markets for multinational companies seeking to achieve success in foreign markets. The findings are expected to deliver valuable inspirations for companies pursuing growth in the complicated Chinese market, and also emphasize the role of adaptive strategies and use of data to achieve sustainable growth.
