Amazon opened a store on Alibaba's business-to-consumer platform Tmall on Thursday in a move that analysts say will boost awareness of its brand in China – a market where it has struggled to make a mark amid intense competition from domestic players.
"We welcome Amazon to the Alibaba ecosystem, and their presence will further broaden the selection of products and elevate the shopping experience for Chinese consumers on Tmall," a spokesperson from Alibaba said.
Amazon is currently doing a test run of its Tmall store, with an official launch slated for the end of March or early April.
The U.S. e-commerce giant currently offers consumer electronics, food and beverage, household and baby and maternity items on the site.
Ben Cavender, an analyst at China Market Research Group says the move is perhaps an acknowledgement that they cannot tackle the China market alone.