JD.com, one of the China’s largest e-retailers with 118 million active users is rolling out JD Plus today. It is a premium membership designed to directly challenge Amazon Prime, which has not yet tapped into the Chinese market.

JD Plus is currently an invitation only service, with an annual fee of 149 RMB (23.49 USD). A Plus member will enjoy free shipping (60 times a year), unlimited digital ebooks and other membership benefits like special discounts and rewards.

Compared to Amazon Prime which provides video and music streaming, cloud services and of course free shipping, JD Plus is focussing on solely enhancing the shopping experience for now.

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