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In recent days, the world of e-commerce has seen a major development as Amazon.com, along with global giants like Adidas and domestic leader Peak, has expanded its sports category. Anta, China's second-largest sports brand, has now become the first B2C partner on Amazon, marking a significant milestone in its digital expansion.
This partnership allows consumers to access a wide range of Anta products, including apparel, footwear, and accessories, all available through Amazon’s platform. By the end of the year, nearly 1,000 Anta products will be available on Amazon and Peak, offering a diverse selection for shoppers. The collaboration also involves direct supply from manufacturers, ensuring sufficient inventory and making it easier for customers to find their perfect fit.
The initial product lineup from Anta includes running shoes, basketball shoes, soccer shoes, casual shoes, training shoes, and more. All items are authentic, reasonably priced, and come with free shipping. This move not only enhances consumer convenience but also aligns with the growing demand for quality and accessibility in online shopping.
As one of the leading sportswear brands in China, Anta has been steadily building its presence since its establishment in 1994. Xu Bin, head of Anta’s e-commerce department, said: “Our goal in entering the e-commerce space is to expand trusted channels and make our brand more accessible to consumers. Partnering with Amazon gives customers peace of mind when shopping online.â€
Zhao Xinyu, head of Amazon’s shoe division, added: “This collaboration reflects the spirit of Chinese brands. Beyond offering more choices, it also meets the needs of modern lifestyles—people are under more pressure and need motivation and comfort through sports.â€
Consumers have also praised the convenience and affordability of the new partnership. One user commented: “Since Elva Hsuan became an ambassador, I really liked the brand. Now, even with a 40-degree sun outside, I can just click and get what I want. Anta’s online presence is truly convenient.â€
Industry experts have noted that this partnership highlights the ongoing shift in consumer behavior. As e-commerce platforms like Amazon continue to grow, more users are developing the habit of browsing in physical stores but purchasing online. This trend is having a noticeable impact on traditional retail models.