The company announced the plan Monday at the launch event for its 2026 618 campaign, saying the auction would be part of a broader lineup of promotional and technology-focused events throughout the shopping season.

The 618 shopping festival, which usually runs from late May to June 18, is one of China’s biggest annual retail events, with platforms such as Alibaba and JD.com offering discounts across a wide range of products.

The festival’s gross merchandise value, a measure of total sales over a specific period, rose 15.2% year-on-year in 2025 to an estimated 855.6 billion yuan (US$119 billion), according to CNBC citing a report from retail data provider Syntun.

JD.com has not disclosed which humanoid robots will be included in the auction or their starting prices. Industry observers said the event could attract technology companies, research institutions and collectors seeking early access to next-generation robotics products, as reported by China's Global Times.

A crowd watches humanoid robots fight at the 2025 World Robot Conference in Beijing, China. Photo from X

Dai Wenjun, head of JD’s JoyInside robotics platform, said the system is expected to connect with more than 10 million terminal devices in 2026. Companies including Unitree Robotics and Noetix Robotics have already integrated their robots into the platform.

Pan Helin, a member of the Expert Committee for the Ministry of Industry and Information Technology, told the Global Times that the country’s increasingly complete robotics supply chain is helping speed up the commercialization of advanced technologies.

"Humanoid robots, once largely limited to laboratories and demonstrations, are now being used in retail, logistics, manufacturing, healthcare and public service scenarios," Pan said.

He added that the auction could create a new sales channel for robot makers and help increase public acceptance of humanoid robots as practical products rather than futuristic concepts.