Amazon renames its Chinese Web site to reinforce branding

Amazon.com Inc., the world's biggest Web retailer, renamed its Web site in China to reinforce its brand in the largest Internet market behind the U.S.

The site will be called Joyo Amazon.cn, Seattle-based Amazon said in a statement issued in Beijing Monday. Amazon.com bought Beijing-based Joyo.com Ltd. for $75 million in 2004, and has "tens of thousands" of products online, including books, watches, makeup, baby clothes, kitchenware and electronics.

Chief Executive Officer Jeff Bezos's focus on new products helped Amazon.com double first-quarter profit and raise earnings estimates for this year. Amazon.com last month said it bought Brilliance Audio, the largest U.S. independent publisher of audio books, and will offer music downloads without software that restricts the devices on which users can play songs.

The company said it allows cash-on-delivery payment in more than 330 Chinese cities. Same-day delivery is available in Beijing, Shanghai and the southern city of Guangzhou, Amazon.com said in the statement.

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