Amazon partnered with China propaganda arm to win Beijing’s favor, document shows By Reuters


© Reuters. FILE PHOTO: Amazon CEO Jeff Bezos holds up a Kindle Paperwhite throughout Amazon’s Kindle Fire occasion in Santa Monica, California September 6, 2012. REUTERS/Gus Ruelas/File Photo


By Steve Stecklow and Jeffrey Dastin

LONDON (Reuters) – Inc (NASDAQ:) was advertising and marketing a set of President Xi Jinping’s speeches and writings on its Chinese web site about two years in the past, when Beijing delivered an edict, in accordance to two folks acquainted with the incident. The American e-commerce big should cease permitting any buyer scores and evaluations in China.


A damaging overview of Xi’s ebook prompted the demand, one of many folks stated. “I believe the difficulty was something beneath 5 stars,” the very best ranking in Amazon’s five-point system, stated the opposite individual.

Ratings and evaluations are an important a part of Amazon’s e-commerce enterprise, a serious manner of partaking buyers. But Amazon complied, the 2 folks stated. Currently, on its Chinese website, the government-published ebook has no buyer evaluations or any scores. And the feedback part is disabled.

Amazon’s compliance with the Chinese authorities edict, which has not been reported earlier than, is a part of a deeper, decade-long effort by the corporate to win favor in Beijing to shield and develop its enterprise in one of many world’s largest marketplaces.

An inner 2018 Amazon briefing document that describes the corporate’s China enterprise lays out numerous “Core Issues” the Seattle-based big has confronted within the nation. Among them: “Ideological management and propaganda is the core of the toolkit for the communist celebration to obtain and preserve its success,” the document notes. “We do not make judgement on whether or not it’s proper or mistaken.”


That briefing document, and interviews with greater than two dozen individuals who have been concerned in Amazon’s China operation, reveal how the corporate has survived and thrived in China by serving to to additional the ruling Communist Party’s international financial and political agenda, whereas at occasions pushing again on some authorities calls for.

In a core aspect of this technique, the inner document and interviews present, Amazon partnered with an arm of China’s propaganda equipment to create a promoting portal on the corporate’s U.S. website, – a undertaking that got here to be often known as China Books. The enterprise – which ultimately provided greater than 90,000 publications on the market – hasn’t generated important income. But the document shows that it was seen by Amazon as essential to profitable help in China as the corporate grew its Kindle electronic-book machine, cloud-computing and e-commerce companies.

The 2018 briefing document spells out the strategic stakes of the China Books undertaking for Jay Carney, the worldwide head of Amazon’s lobbying and public-policy operations, forward of a visit he took to Beijing. “Kindle has been working in China in a coverage gray space,” the document said, and famous that Amazon was having issue acquiring a license to promote e-books within the nation.

“The key aspect to safeguard” in opposition to its license downside with the Chinese authorities “is the Chinabooks undertaking,” the document said.


The document additionally famous: “ books undertaking has additionally gained broad recognition amongst Chinese regulators.”


The books embody many apolitical titles, akin to Chinese language textbooks, cookbooks and youngsters’s bedtime tales. But additionally they embody titles that amplify the Communist Party’s official line.

One ebook extols life in Xinjiang, the place United Nations specialists have stated China interned a million ethnic Uyghurs in a community of camps. The ebook – “Incredible Xinjiang: Stories of Passion and Heritage” – discusses an internet comedy present located within the area. The ebook quotes an actor who performs a Uyghur “nation bumpkin” saying that ethnicity is “not an issue” there. That echoes the place of Beijing, which has denied mistreating minority teams.

Some books painting China’s battle in opposition to the COVID-19 pandemic, which started within the Chinese metropolis of Wuhan, in heroic phrases. One is titled “Stories of Courage and Determination: Wuhan in Coronavirus Lockdown.” Another begins with commentary from Xi: “Our success to date has as soon as once more demonstrated the strengths of CPC (the Communist Party of China) management and Chinese socialism.”

The state-owned agency that companions with Amazon on China books, China International Book Trading Corp, or CIBTC, advised Reuters that the enterprise is a “business relationship between two enterprises.” China’s National Press and Publication Administration, or NPPA, the state propaganda arm with which Amazon has had a partnership, had no remark.

In response to questions, Amazon stated it “complies with all relevant legal guidelines and laws, wherever we function, and China isn’t any exception.” It added that “as a bookseller, we consider that offering entry to the written phrase and various views is essential. That consists of books that some might discover objectionable.”

Amazon stated it has “a wide array of books” on China, and the China Books portal “is an extra channel for serving our Chinese readers within the United States and elsewhere.” CIBTC is “simply one of many thousands and thousands of promoting companions around the globe providing merchandise in our shops.”

Reuters News Agency gives information to China Central Television, the state-controlled broadcaster. The company additionally distributes CCTV content material by way of Reuters Connect, a market that provides information from about 100 suppliers. The market partnerships aren’t linked to the Reuters newsroom.

The new particulars about Amazon’s China technique reveal the challenges Western firms face in accessing the world’s most populous market – and in coping with an authoritarian regime that has been tightening management over public discourse.

The firm’s compromises with Beijing distinction with its efforts to get round regulators on the earth’s two largest democracies. In India, Reuters this 12 months has documented how Amazon circumvented native laws and, to promote its personal manufacturers, rigged search outcomes on its Indian web site. In the United States, Reuters detailed how Amazon gutted or killed state privateness payments designed to shield shoppers.

Amazon stated it has at all times complied with the regulation in India and does not favor its private-label merchandise in search outcomes. Regarding the United States, the corporate stated it prefers U.S. federal privateness laws, and that it protects shoppers’ privateness and does not promote their knowledge.

Some firms have responded to Beijing’s calls for by leaving the market. Yahoo not too long ago exited China and Microsoft Corp (NASDAQ:)’s LinkedIn introduced it could pull out a few of its providers. Both cited the nation’s troublesome enterprise atmosphere and regulatory necessities.

Amazon, in contrast, has grown into a strong financial power in China in recent times, offering profitable export alternatives to 1000’s of Chinese companies whereas rising its personal industry-leading cloud-services unit. Amazon Web Services, or AWS, is now one of many largest suppliers to Chinese firms globally, in accordance to a report this 12 months by evaluation agency iResearch in China, and individuals who have labored for AWS.

Still, by 2018, Amazon was receiving an “rising variety of requests from (Chinese) watchdogs to take down sure content material, largely politically delicate ones,” said the briefing document ready that 12 months for Carney. He beforehand served as communications director for U.S. President Joe Biden, when Biden was vp, and as press secretary for President Barack Obama.

Amazon declined to make Carney out there for an interview.

According to the briefing document, the Cyberspace Administration of China, or , requested Amazon in 2018 to take down a “hyperlink to China’s new blockbuster movie Amazing China due to particularly harsh consumer evaluations.” The CAC is liable for on-line safety and content material regulation.

“Amazing China” praises the nation’s accomplishments since Xi grew to become president in 2013. CAC needed the hyperlink faraway from IMDb, an Amazon-owned web site of film data and evaluations.

Amazon’s China workplace responded to CAC that “it’s troublesome for Amazon China to accommodate such requests, and we’ll relay the message to” Amazon headquarters “and search their views about potentialities,” the briefing document said.

The movie stays on IMDb’s U.S. web site. Shortly after the request, some damaging evaluations disappeared, archived screenshots of on present. Others stay, and “Amazing China” at present has an total ranking of simply 2.3 out of a high rating of 10. Some evaluations name it “pathetic,” “rubbish” or “authorities propaganda.”

“Some evaluations submitted for the title ‘Amazing China’ had been eliminated as a result of they violated our consumer overview content material pointers, with the bulk being off matter,” Amazon advised Reuters. “IMDb is just not conscious of any request from exterior events (together with the Chinese authorities) to do something about evaluations for this title.”

CAC did not reply to a request for remark.


Amazon entered China in 2004 by a $75 million deal to purchase, an internet book-and-media vendor. Eventually, Amazon needed to introduce e-books and its well-liked Kindle studying gadgets to the Chinese market.

To accomplish that, it labored with the General Administration of Press and Publication, or GAPP, a regulator that engages in state censorship in its position as overseer of publications in China. NPPA now handles most of GAPP’s duties. NPPA, in flip, is overseen by the Communist Party’s Publicity Department, which was beforehand often known as the Propaganda Department.

According to a former Amazon government concerned in talks with China, the corporate secured some, however not all, of the federal government approvals it wanted to promote Kindle gadgets and e-books. That state of affairs gave the federal government leverage over the retailer, the previous government stated. Amazon’s public-policy staff got here up with the China Books undertaking as a novel manner “to get what we needed on Kindle and different issues,” the individual stated. “It was a wink and a nod.”

Amazon quickly started working with GAPP to arrange China Books, in accordance to the briefing document. The firm deliberate to tout the portal to Chinese authorities as Amazon’s solely retailer named after a rustic, the document stated. Amazon devoted a number of workers to the hassle, which concerned CIBTC, the federal government book-trading firm, which the document described as “the executing physique from GAPP.”

{A photograph} on CIBTC’s web site shows Chinese officers toasting the launch of the undertaking at a resort in Beijing in September 2011.

In October 2012, China Books was awarded the title, “a key nationwide tradition export” undertaking, by a gaggle of Chinese authorities our bodies, together with GAPP, in addition to the entity now often known as the Publicity Department of the Communist Party of China. Two months later, Amazon launched its electronic-books enterprise in China and shortly started promoting Kindles.

By the tip of 2017, China had develop into Kindle’s largest international market, “accounting for 40%+ of our world machine gross sales quantity,” in accordance to the 2018 briefing document. By then, Amazon had added a Chinese e-book retailer to its American web site and had translated 19 books.

And Carney, the highest public-policy government who then reported to Amazon founder Jeff Bezos, went to China in April 2018. There, he advised an alternate member of the Communist Party central committee that Amazon would make “each effort” to promote China Books and make it “greater and stronger,” in accordance to a CIBTC press launch.

The briefing document ready for Carney said: “Both China Books and Kindle Chinese eBook Store are Amazon China’s major dedication to help China in ‘Going Abroad,’ an umbrella undertaking that goals to promote Chinese tradition to the world.”

Amazon’s China Books webpage prominently shows CIBTC’s identify, however does not disclose that it is a undertaking that Amazon created in a partnership with a Chinese authorities company.

“Details concerning the firm are available on-line,” Amazon advised Reuters, “and CIBTC has positioned its identify and emblem prominently all through its web page. Our relationship with CIBTC is fully acceptable.”

Eventually, the China Books undertaking flopped financially, in accordance to an individual who has been concerned in it. Few of the portal’s titles have offered properly, and Amazon even shipped again books as a result of its warehouses lacked house for them.

Nonetheless, the China Books undertaking continues. The Chinese-language model of “Xi Jinping: The Governance of China Volume Three” – is listed first on China Books’ ” BEST (NYSE:) SELLER” web page. It not too long ago confirmed a gross sales rank of 1,347,071. Another “greatest vendor,” about COVID-19, was ranked 10,654,483. The Xinjiang title, which Reuters bought, had been ranked 13,441,455.

But gross sales weren’t the aim, in accordance to the one who has been concerned within the undertaking. “It’s a high-level photo-op,” a part of a “soft-power marketing campaign to principally put the books on the market and simply have it’s seen.”

In its assertion to Reuters, CIBTC, the federal government book-trading firm, stated it does not “rank books offered by Amazon.” It did not elaborate.


Amazon continued its Chinese enlargement in 2013, saying the introduction in Beijing of Amazon Web Services, its cloud-computing enterprise. At the time, no Chinese regulation regulated cloud providers, the 2018 briefing document famous.

In 2016, China started taking actions that made it tougher for international cloud-computing companies, akin to AWS, to function within the nation.

The authorities started requiring cloud suppliers to maintain a brand new license that solely Chinese-owned firms might get hold of, in accordance to the briefing document. “Regulators have since develop into very hostile” towards AWS, the 2018 document said.

The outcome was that Amazon took an uncommon step for the corporate: It handed off its cloud expertise to native firms so it might preserve working in China. The Chinese firms – not Amazon – had been liable for “monitoring and taking down unlawful content material, gathering and reporting fundamental data of shoppers … and dealing with PRC (the People’s Republic of China) authorities on all compliance-related inquiries that will come up,” the 2018 document said.

In its assertion to Reuters, Amazon stated that AWS, as a international cloud supplier, has to license or promote expertise to native companions in China so as to have a presence there.

That construction did not protect AWS from Chinese stress, nonetheless.

In February 2018, China’s Ministry of Public Security, or MPS, referred to as AWS to a gathering, the briefing document said. MPS threatened to “retaliate” in opposition to Amazon until it eliminated content material and blocked a web site it hosted within the United States for Guo Wengui, a Chinese dissident. AWS refused, the document stated. But the corporate requested Guo to take an motion that uncovered the dissident’s Internet Protocol, or IP tackle, and AWS “offered to MPS” this knowledge, the document said. An IP tackle is a novel code that identifies a pc accessing the web.

The ministry “acknowledged our effort to discover a resolution, although not … to their passable degree,” the document said.

The 2018 briefing document suggested Carney to increase the federal government’s request on Guo when assembly a high Ministry of Commerce official in Beijing, and stress that China should not make requests that contain knowledge saved overseas.

Asked concerning the Guo incident, Amazon confirmed it acquired the Chinese authorities’s request, however stated it “didn’t present any private data or another buyer data.”

The commerce ministry stated Guo wasn’t mentioned on the assembly with Carney. Amazon did not say whether or not Guo got here up.

An worker for MPS stated the ministry does not reply to requests for remark. An legal professional for Guo stated Guo had no remark.

AWS’s China enterprise continues to develop. Despite being blocked from promoting cloud providers to the federal government and a few state-owned enterprises, AWS has landed key prospects in China, say folks acquainted with the matter.

Among them are two Chinese firms, Tiktok developer ByteDance and video-surveillance agency Hikvision, in addition to multinationals Nike (NYSE:), Samsung (KS:) and Philips, in accordance to the 2018 briefing document and a 2019 weblog on AWS’s web site. Philips declined to remark; the opposite 4 firms did not reply to requests for remark.

In June, AWS introduced it was increasing additional within the nation, “to help the calls for of our rising buyer base in China.”

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