Jim Yang, Director of Asia-Pacific Market Development at Amazon Global Selling, stated at the event: “With more than 20 international markets, Amazon offers diverse opportunities for manufacturers, brand owners, and sellers worldwide. The Asia-Pacific region plays a crucial role in the global supply chain. Amazon’s continuous investments in logistics infrastructure, innovation, and ecosystem development are designed to help businesses connect their production strengths with global customers. Vietnam’s entrepreneurial spirit and manufacturing capability present a tremendous opportunity for export growth via e-commerce.”

According to Amazon, as of July 31, the number of products sold by Vietnamese sellers increased by nearly 35% compared to the same period last year. This growth highlights the rising importance of global B2C e-commerce as a new export channel for Vietnam.

Amazon’s Fulfillment by Amazon (FBA) service has become a critical logistics tool for Vietnamese businesses. The volume of goods shipped through FBA increased by nearly 40% in 2025, reflecting Vietnamese sellers’ growing focus on reliable delivery and customer service worldwide.

The top five best-selling product categories for Vietnamese sellers on Amazon in 2025 remained consistent: home, kitchen, health and personal care, fashion, and beauty - areas that reflect Vietnam’s core manufacturing strengths. Notable success stories include Coolmate in the apparel sector and Green Mekong in home furnishings.

Larry Hu, Southeast Asia Director of Amazon Global Selling, said: “With rapid digital transformation and a strong export-oriented economy, Vietnam is perfectly positioned for e-commerce export growth. We are building a foundation to support Vietnam’s rise in global e-commerce. Today, we announce our 2026 strategy to accelerate Vietnam’s transformation into Southeast Asia’s high-quality e-commerce export hub. Amazon’s comprehensive innovations and solutions will empower Vietnamese businesses to turn their strengths into global success and help realize the country’s vision of digital transformation and high-value exports.”

Amazon Global Selling’s 2026 strategic focus for Vietnam is to fast-track the country’s emergence as Southeast Asia’s e-commerce export center. The plan includes accelerating Vietnam’s shift into a regional export powerhouse and enhancing global competitiveness through logistics development, talent cultivation, and knowledge exchange with support from the government and industry associations.

Amazon will help Vietnamese manufacturers and brands elevate their position in the global value chain through product innovation and brand development. In collaboration with the government and stakeholders, Amazon aims to implement high-quality export initiatives and nurture a new generation of entrepreneurs. The goal is to make “Made in Vietnam” a global hallmark of innovation, quality, and competitiveness.

The company will also lead AI transformation in Vietnam’s export sector by introducing AI tools, guiding AI application practices, and developing talent in the field. This will support Vietnam’s rise as a regional leader in smart commerce and production technologies.

During the event, Amazon also launched the Amazon Global Logistics (AGL) cross-border shipping program, making Vietnam the second country globally to be selected as an FBA origin point. This enables local businesses to access end-to-end logistics solutions, directly connecting with Amazon’s U.S. fulfillment network.

This initiative allows local manufacturers to focus on their core production strengths while Amazon handles the entire cross-border logistics process - from pickup to final delivery at fulfillment centers.

Thai Khang