Amazon China is making a major effort to rebrand itself as to make it easier to remember for its Chinese users. While the English letter change doesn’t seem to make much sense to us, the Chinese name change does, as noted by Chinasmack:

The new brand name only really affects the Chinese name for Amazon, with the Chinese characters all changing from 卓越 (Zhuó yuè) to 亚马逊 (Yà mǎ xùn).

That’s pretty cool actually. I really like this ad too!