Briefing: Amazon China brings special cross border Black Friday sales to China

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What happened: Global e-commerce giant Amazon is bringing the Black Friday sales to China. From November 22 to November 24 (Beijing time), Amazon China’s international sales channel allows users to purchase discounted items as same as how global consumers including those from US, UK, Germany, and Japan do. According to Amazon, the event waives global shipping fees for cross-border orders over RMB200 ($28.8).

Why it’s important: Amazon’s Black Friday sale is likely to attract more consumers though Alibaba is still leading cross-border commerce. Amazon’s sales directly offer items labeled with clear discounted prices, whereas the Singles’ Day online shopping mania created in China asks consumers to use coupons and follow complicated sales rules – often confusing consumers and raising doubt about the reliability of the discounted deals. However, Amazon’s special sales need more time to educate the market. The company also lacks strong ecosystem partners including logistics support in China.