Amazon UK vice president Doug Gurr has been promoted to country manager for the online giant’s Chinese business.

Gurr was responsible for European hardlines, which includes consumer electronics, sports, home and toys, at the etailer.

He was previously on the board of Asda, where he was responsible for strategy, logistics and multichannel. He also set up the grocer’s non-food operation, Asda Direct.

Gurr joins Amazon China in September. He replaces Steve Frazier, a former managing director of Amazon’s UK business, who is returning to Amazon’s US headquarters as global vice president of its operations.

Amazon has operated in China since 2004, however it only has 2.7% of the market as local players Tmall and Jingdong Mall dominate the market.

Tmall owner Alibaba is expected to IPO in New York this year in what is expected to be one of the largest floats in history.

Itis expected to be valued at between $115bn(£68bn) and $245bn (£144bn).