I've mentioned it in another comment, too, but Amazon is not present in my Eastern European country (Romania), where Alibaba beats them by a large margin (even though they're also not officially launched here). I've just done a quick search and it seems Amazon is not winning it in Russia either, nor in Ukraine, to say nothing of India. As such, to say that they are winning "everywhere else in the world" is not really true, they're only winning in North America and some Western European countries (too lazy to search what really happens in South America or Africa).