Amazon reads Chinese customers' demands

Amazon.com Inc has vowed to make full use of its global resources to boost innovation in the Chinese market, continuously launching products and services to meet Chinese consumer demand.

"Innovation is in the DNA of Amazon," Amazon China President Elaine Chang said. "In the past 20 years, we have stuck to the concept of 'customer first' and pushed forward innovations that change people's lives, as well as led the industry to develop and innovate."

She said Amazon was confident about the prospects of the Chinese market.

The US-based tech behemoth has a presence in cross-border e-commerce, books, e-books, e-book readers such as Kindle devices, logistics and web services.

Recently, Amazon and Beijing Palace Museum Culture Communication signed an agreement to jointly develop IP products that combine advanced digital reading devices with Chinese traditional culture.

China has become the largest market in the world for Kindle reading devices. In June, Amazon announced a strategic partnership with Migu Culture and Technology, a subsidiary of China Mobile Communications, and launched a feature-rich Kindle created exclusively for Chinese readers.

Amazon has also stepped up efforts in the intelligent logistics sector. In December, it successfully trialed its Prime Air drone delivery service in the United Kingdom. It's designed to safely deliver packages to customers in 30 minutes or less.

Amazon's fulfillment centers are already partially automated, with a growing number of centers using Kiva robots to carry shelves of products to human workers, who then pick the items to be shipped.