Amazon employs advantages to attract consumers

The search for high quality, personalized products and the special privileges available to members of particular online shopping groups are driving the growth of cross-border e-commerce in China, according to a report issued by Amazon China.

Chinese consumers' brand awareness and concepts of quality have become increasingly mature. Growing awareness of what's available to consumers in other markets has led consumers to prefer buying high-quality products from overseas vendors, the report said.

Amazon has pledged to provide Chinese shoppers with high-quality, authentic products from leading international brands by gathering deals from Amazon China and four overseas sites including the United States, the United Kingdom, Japan and Germany.