Amazon is pulling back in China. But it's not the only one. Walmart sold its China platform to JD.com three years ago. Some other big foreign firms are soft pedalling for now.
Ker Zheng, marketing specialist at Shenzhen-based e-commerce consultancy Azoya, says in Amazon's case they've got no particular competitive advantage over domestic Chinese rivals, making it hard to compete.
"There's no reason for a consumer to pick Amazon because they're not going to be able to ship things as fast as Tmall or JD," he said.
Amazon is shutting its online store in China from July, as as it downsizes operations in the country.
Read the BBC's coverage here.