Kindle Unlimited service has offered readers access to borrow more than 100,000 books since it started in 2016. LI SANXIAN/FOR CHINA DAILY

This is the best time for the development of the e-reading industry in China, says Liu Shu, vice-president of Kindle Content at Amazon China. "And in the recent years, the government has been encouraging people to read more. Also, members of the growing middle-class in China are more willing to read," she says.

"So, what we need to do is to make reading more convenient, without the constraints of time and space."

In February 2016, Amazon China started a Kindle Unlimited service to access books from the Amazon library.

Speaking about reading habits, she says: "Chinese users' choices are pretty high-class. And, in general, Chinese users love classics and educational books."

Liu's comments are based on Amazon China's statistics on the top 10 most borrowed books through the Kindle Unlimited service.

Meanwhile, in the last two years, China has grown to be the world's third largest Kindle Unlimited market after the United States and the Great Britain.

The current users of KU are 60 percent more compared with March 2017.