Amazon teams up with Baidu in latest crack at China

The Amazon Fire tablet
Beck Diefenbach | Reuters

Amazon has partnered with Chinese internet giant Baidu which will provide search features, apps and online video on the U.S. e-commerce site's tablets in China, the company said on Thursday.

The announcement comes as Amazon also launched its Fire tablet in the world's second-largest economy and is on sale for 499 yuan ($78).

"With millions of readers already using Kindle e-readers in China, we're excited to now offer another incredibly affordable option, particularly for customers learning to read English," Neil Lindsay, vice president of Amazon Devices, said in a statement.

Amazon said the Fire tablet is its fastest selling tablet with millions sold since its launch, but it does not release sales numbers for the device.

The moves mark Amazon's latest attempt to try and crack China, a country that is dominated by e-commerce rival Alibaba. Amazon is hoping that if the cheap Fire devices sell well in China, it pave the way for use of its other services such as its e-commerce site and Prime subscription services.

Partnering with Baidu will also allow consumers to use a wide range of apps to make the Fire tablets more appealing.