US online retail giant Amazon sets up shop in China on Alibaba platform

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US online retail giant Amazon has set up shop on the business-to-consumer platform of Alibaba as it seeks a greater presence in the massive Chinese market.

The Seattle-based firm is offering food, women's footwear, toys and kitchenware through its store on Tmall.com which was "quietly" launched on Thursday, Chinese media reported. Amazon's storefront carries the message: "It's Day 1."

Amazon and Alibaba are considered competitors in some areas but unlike the US firm the Chinese company has no product stocks of its own, simply providing a trading platform.

"We welcome Amazon to the Alibaba ecosystem and their presence will further broaden the selection of products and elevate the shopping experience for Chinese consumers on Tmall," said an Alibaba spokesperson.

Tmall is estimated to hold more than half the market in China for business-to-consumer transactions.

Amazon is not new to China. It opened an official store on Tmall for its Kindle e-book reader in 2014.