US-based global e-commerce giant Amazon.com Inc launched Prime Reading, the first entertainment benefit for Prime members in China, on Thursday.
Prime members can now enjoy unlimited reading, at no additional cost, from a rotating selection of over 500 Kindle titles, including a range of best-sellers, full issues of popular magazines and some of the hottest online literature series in China.
Gu Fan, head of Amazon Prime China, said a recent study showed the digital reading adoption rate in China has increased for eight consecutive years, and reached 68.2 percent in 2016.
"Reading has been one of the most frequently-requested new benefits from members since Day One of Prime in China. We will continue innovating for Prime members in China by adding more benefits, making Prime the best deal."
Designed specifically for Chinese customers, Prime in China is the first-ever membership program offering unlimited free cross-border shipping on more than 15 million authentic international products from the Amazon Global Store, including the United States, the United Kingdom, Germany and Japan, and unlimited free shipping with no minimum purchase on more than 9 million domestic products.
With the addition of Prime Reading, members are able to unlock more value from Prime in China, Amazon said.
"Prime Reading enables us to connect with Amazon Prime customers, and we look forward to bringing additional titles to Prime members in the future," said Wang Ziqi, senior vice-president at DuKe Publishing, which will join Prime Reading with 38 of its most popular titles.
According to Amazon, subscribers to its Prime service in China increased more than threefold, year-on-year, in 2017. It plans to introduce more tailor-made services and high-quality products to attract affluent Chinese consumers.
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