Amazon is "still in China," with increased investment and improved customer services, focusing on booming cross-border e-commerce services, it said in Shanghai on Wednesday.

The company, which will shut local online retail services this month, now offers 20 million overseas products to Chinese consumers directly, covering home appliances, milk powder, clothing and IT gadgets. On its cross-border debut in 2014 it only offered 80,000 products, said Amazon China in Shanghai.

Amazon is "still in China" and it will continue investing in the country, in the sectors where we have unique advantages, it said.

In the first quarter of 2019, Amazon China's cross-border trade volume enjoyed double digit growth year on year, following a record level in 2018.

From July 18, Amazon China will close access to local online retail services. Amazon has told sellers not to use Amazon.cn after the deadline as it focuses on cross-border sales into China. It will provide Chinese consumers products directly from its overseas sites, Amazon said in April.

Amazon will maintain key businesses in China — from Kindle, its cloud service Amazon Web Services to cross-border e-commerce operations Amazon Global Store and Global Selling.

In the domestic online retail markets, Amazon faces tough competition from local rivals including Alibaba and JD.com.

For remaining cross-border e-commerce services, Amazon will increase investment in logistics and related marketing events.

Between July 14 and 17, Amazon will be offering heavily-discounted products mainly from Amazon marketplaces in the United States, Britain, Japan and Germany.

According to a recent survey, 86 percent of Chinese adults look forward to shopping for deals in brands from other countries, because they can pay less for these items than they normally would. And 94 per cent say authenticity is important, according to the online survey by The Harris Poll on behalf of Amazon of over 1,000 Chinese adults.

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