It is believed that Amazon’s failure in China was due to its inability to adapt to the tastes of the Chinese market.
Amazon had been in the Chinese online market for over 15 years before it subsequently removed itself. At the time of its withdrawal, it is reported that the company had an estimated market share growth of one percent.
Therefore, when it removed its offering from the Chinese market, there was much speculation on the reason for the decision. Numerous articles speculated that the reason that Amazon failed in China was because it could not adapt to the tastes and preferences of the Chinese market.
It seems as though the Chinese market is slightly different from the Japanese market, which has Western consumer habits that are catered for by Amazon. However, the Chinese market has go-to brands and preferences that Amazon did not plan to accommodate on its platform.