It is reported that Joyo.com will be renamed to "Amazon Joyo"

According to industry insiders, one of the important announcements during Amazon founder and global CEO Jeff Bezos' visit to China next week will be renaming Joyo.com to "Amazon Joyo." The spokesperson for Joyo.com refused to comment on this matter.

Joyo.com was acquired by Amazon in August 2004. To date, Amazon operates seven B2C websites globally. Apart from Joyo.com, all other six sites use Amazon's unified brand image, website system, and domain name. Currently, Joyo.com is the only site that still uses its pre-acquisition branding and domain.

Insiders revealed to Sina Tech that the main reason for Joyo.com’s rebranding is to unify Amazon's global brand identity. Drawing on local experience from companies like eBay, they ultimately chose a compound brand format called "Amazon Joyo."

It is worth noting that the CN domain related to Amazon (Amazon.cn) currently redirects to Joyo.com's main site. According to domain registration records, the owner of this domain is Amazon Inc. However, there are no signs yet indicating whether the newly renamed Amazon Joyo will officially announce the activation of this domain.

As of today, Joyo.com cannot be accessed normally. A message on the page indicates that Joyo is currently undergoing a "system upgrade, please visit later," adding that "to enhance customer experience, Joyo.com will undergo system upgrades from 5:00-10:00 on May 30, 2007. During this period, Joyo customers will not be able to log into www.joyo.com. We apologize for any inconvenience caused."

As of 9:40 AM when this article was published, Joyo.com had not resumed normal operations.