I don't believe Amazon is really well known in Thailand either. I live in Thailand and from what I've seen people tend to buy stuff online at shops like Alibaba, Central [0], Lazada [1], Shoppee [2], perhaps some others as well. I think Amazon is virtually unheard of here, except by expats.

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[0]: https://www.central.co.th/en/

[1]: https://www.lazada.co.th

[2]: https://shopee.co.th