On China's Twitter-like social media platform Weibo,
the hashtag "Kindle may exit China" has already been read more than 300 million times since it first appeared on Tuesday morning.
The US-based tech giant Amazon brought its famous e-reader to the Chinese market in 2013.
In 2019, Amazon China stopped selling paper books.
Soon after, it discontinued the sale of the Kindle devices on its own platform.
While it did open flagship stores on two leading Chinese e-commerce platforms -- Alibaba's Tmall and JD.com, the Tmall store closed a couple of months ago,
and now customers have found that all Kindle models on JD.com have been listed as "sold out" except for the basic one, priced at about 100 dollars.
Customer services verified the message, adding they hadn't received any notice that Kindle was withdrawing from China.
Although it's still uncertain what course of action Amazon may be taking, analysts say the Kindle hasn't been as competitive in China recently.
There might have been only a few domestic e-reader manufacturers in China at first, but after years of development, there are now thousands of such products in the market.
What the Kindle took as its biggest advantages -- protecting eyes and large content database -- these can be easily overtaken by other manufacturers.
For a long time, the only e-reader Chinese consumers took any notice of was the Kindle.
But as more quality devices surface, there's a lot of interest in which one might replace the Kindle should it become unavailable.