China’s largest retailer, JD.com, has launched an e-commerce platform, Joybuy, in the U.K., challenging established e-tailers such as Amazon.

JD.com announced that Joybuy, which sells technology, home appliances, beauty products, homewares and groceries, will serve the U.K. market distribution sites in Milton Keynes and Luton, initially offering next-day delivery to about 17 million U.K. consumers.

BBC News reports that the move comes after the £30 billion ($40 billion) e-commerce firm pulled out of talks to buy U.K. retailers Currys in 2024, and Argos in 2025.

The company is simultaneously launching in five other European markets — Germany, the Netherlands, France, Belgium and Luxembourg. JD.com struck a €2.2 billion ($2.54 billion) deal to buy Germany-based electronics retail group Ceconomy last year.

Amazon announced plans to close the first distribution center it opened in the U.K., in Brogborough, Bedfordshire, earlier this year.