The 10th Amazon Global Selling Cross-Border Summit was held in Nanjing, releasing the business strategy priorities for 2025

December 9 , 2024 , Nanjing - Today, the " High-quality Overseas Expansion, Innovation Chain Future - 2024 Amazon Global Selling Cross-border Summit " was grandly opened in Nanjing. At the summit, Amazon Global Selling reviewed the progress made by Chinese companies on Amazon in the past year, and released more than 30 new initiatives around the three key areas of the 2025 business strategy, namely innovation support, opportunity expansion, and local empowerment .

These initiatives include global innovations such as generative AI technology applications and end-to-end cross-border supply chain services, as well as local services with Chinese characteristics such as promoting the integrated development of " cross-border e-commerce + industrial belts " , seller growth services and seller training, aiming to fully empower cross-border e-commerce sellers to " go global with high quality " . More than 10,000 leaders from Jiangsu Province and Nanjing City, heads of relevant government departments in many provinces and cities across the country, and representatives of overseas enterprises, service providers, industry associations and enterprises from all over the country attended the summit on site, and it is expected that more than 10 million people will participate in online viewing and interaction.

Eric Broussard , Amazon's global vice president and head of third-party international business, said: " Globally, customers' demand for online shopping is growing day by day, creating a trillion-dollar e-commerce track. Amazon's more than 20 international sites around the world cover both B2C and B2B business models, adapting to the needs of different business formats of manufacturers, brands, and traders, while serving the purchasing needs of hundreds of millions of customers, including more than 200 million paying Prime members, across all categories and price ranges, providing a diversified development path for sellers.

Amazon looks forward to working with global sellers, including Chinese sellers, to continue to work hard on high-quality products, preferential prices, and convenient delivery services, and to seize the broad development opportunities of global e-commerce while continuously meeting customer needs. "

Cindy Tai , Amazon's global vice president and executive president of Amazon Global Selling Asia Pacific, said: " Amazon Global Selling has held the Cross-Border Summit for ten consecutive years. Over the past decade, we have been very honored to work with Chinese sellers and industry parties to promote the evolution of cross-border e-commerce from extensive growth to today's digital, compliant, refined, branded, and globalized high-quality overseas expansion, and gradually become one of the driving forces for the innovative development of China's foreign trade.

Today, high-quality overseas sales have become a consensus in the industry, and systematic innovation is the only way to go overseas in the future, with the goal of creating an excellent experience for customers. Against the backdrop of the rapid development of global e-commerce, China's cross-border e-commerce export industry is booming and has great potential. The industry is faced with three major opportunities of the times: supply chain innovation, redefinition of categories, and the second rise of industrial belts. In 2025 , Amazon Global Store will launch a series of new initiatives that are both forward-looking and practical, and strongly support Chinese sellers in the continuous development of full business process innovation, new customer base development, brand building, etc., to establish an agile, independent, and sustainable growth model, and work together to take the road of high-quality overseas sales. "

The business of Chinese sellers will achieve steady development in 2024. Amazon data shows that in the past year, the number of goods sold by Chinese sellers to consumers, enterprises and institutional customers through Amazon's global sites has increased by more than 20% year-on-year ; in the past two years, the number of Chinese sellers with sales exceeding US$1 million on Amazon's global sites has increased by nearly 55% ; the number of Chinese sellers with sales exceeding US$10 million has increased by nearly 60% .

Next, Amazon will continue to leverage its resources and advantages in global infrastructure construction, technological innovation, customer reach and trust, and exploring new opportunities, and combine the localized services of Amazon's regional teams in China to support Chinese sellers in their long-term high-quality overseas expansion. In 2025 , Amazon's global store business strategy will focus on three aspects:

Innovation helps create the world's leading export cross-border e-commerce experience

In 2025 , Amazon will focus on three major areas: supply chain solutions, AI empowerment and seller experience upgrades, and high-quality product selection and brand building. Through product and tool innovation, it will assist sellers to comprehensively improve the efficiency and quality of supply chain, operations, product selection and brand building.

  ( Amazon Supply Chain Intelligent Hosting Service )

In terms of supply chain services, based on the Supply Chain by Amazon solution released last year , this year Amazon announced the launch of Amazon Managed Service for Chinese sellers . This is an end-to-end cross-border supply chain hosting service. Sellers only need to provide product details and pickup locations, and Amazon will be responsible for picking up goods, inventory integration, cross-border transportation, warehousing, warehouse distribution and warehousing, strategic replenishment, last-mile delivery, etc., and continuously analyze customer demand, inventory levels and cost data to optimize overall processes and efficiency.

In addition, with the goal of simplifying seller operations and improving efficiency, Amazon has also announced a series of innovations and upgrades in cross-border transportation, warehousing and distribution capabilities. For example, Amazon Prime ( AMP ) , launched in early 2024, can help sellers achieve single-location warehousing and can track logistics dynamics throughout the entire chain, greatly helping sellers simplify supply chain management and improve visibility.

In the field of cross-border transportation, Amazon Global Logistics ( AGL ), in addition to supporting sellers' cross-border logistics and transportation services such as express ships and ordinary ships between China, the United States, China and Europe, announced that in 2025 it will actively expand more international transportation networks including China-Japan routes and routes departing from Southeast Asia such as Vietnam; explore diversified transportation methods such as air and sea transportation; and launch new features such as the AI -driven instant messaging tool ConnectPro , intelligent shipping schedule estimation, and automated customs clearance number classification to meet the needs of cross-border sellers to flexibly adjust and optimize the supply chain.

At the same time, Amazon SEND (Amazon's cross-border carrier partner program) supports routes from China to the United States, Saudi Arabia, the United Arab Emirates, Australia and other places, and has launched a variety of service time products to meet the diverse needs of sellers. In 2024 , Amazon Global Logistics ( AGL ) and Amazon SEND helped sellers export hundreds of millions of items from China.

In terms of AI empowerment and seller experience upgrade, Amazon is committed to applying cutting-edge technology to the entire process of seller operations and innovating the seller experience. At the summit, it was announced that the Beta version of Amazon's seller assistant Amelia ( Project Amelia ) will support Chinese in the near future and will be open to some Chinese sellers for testing. This is a comprehensive " sales assistant " based on generative AI that can provide sellers with instant answers and suggestions, and provide personalized insights and support based on the business characteristics of different sellers . Since the launch of the product details page function based on generative AI in June this year, more than 650,000 sellers around the world have used it.

The summit also released two latest developments of this feature. One is the upcoming batch product details page creation function. Sellers can use spreadsheets in their own format, and Amazon's generative AI will automatically read, convert, and optimize the table information to create multiple high-quality product details pages in batches . The second is the A+ content creation function, which generates attractive and informative content based on product description phrases and pictures, including vivid and real-life scenario pictures.

In terms of high-quality product selection and brand building, a series of innovative tools based on AI and big data were announced at the summit, covering the entire process from early creation of brand assets to final product sales analysis. First, Amazon Brand Name Generator made its debut and was announced to be open to sellers selling on the US site, helping sellers quickly create brand naming ideas that are in line with the cultural context and language expression habits of overseas consumers and are easy to identify and remember. In addition, Amazon has also launched two major data tools to help brand sellers better understand their customers.

1. The Customer Journey Analytics tool can help sellers fully understand the entire process of customers from browsing to purchasing, including multiple customer behavior data such as page browsing, adding to shopping carts, comment interactions, etc., to identify key trends and pain points.

2. Enhanced Audience Tailoring allows sellers to build customer segments based on their interest in specific products, helping sellers reach new customers and cross-sell new products to existing customers.

In terms of product selection, based on the product selection compass and business opportunity detector that sellers are familiar with, Amazon also plans to launch the " Unmet Demand Insights " function in 2025 to help sellers explore more high-quality product selection opportunities. In addition, Amazon announced that it will launch the Product Performance Spotlight tool in the near future , which will bring together key business indicators and executable insights such as sales, traffic, and conversion rates of selected products on an intuitive interface, helping sellers quickly identify products that need attention and provide specific suggestions to increase traffic and sales.

The summit also saw the launch of innovative advertising products such as the Video Generator tool , which enables sellers using Amazon Advertising to create visually rich video content in minutes and at no additional cost, using only a product image.

In addition, Amazon also provides brand protection support throughout the entire chain of brand development, including proactive protection measures to prevent bad actors from attempting to create new accounts, providing a Report a Violation tool to detect and report suspected infringements, and providing Transparency , Project Zero and other powerful brand protection tools to help sellers protect intellectual property rights, and improving the ability to detect complex intellectual property infringements and violations such as fake orders through AI and machine learning.

Opportunities expansion, exploring new growth from a global perspective

In 2025 , Amazon will further open up new business growth for sellers from three dimensions: expanding new customer groups, expanding B2B overseas business opportunities, and expanding global site layout.

In terms of expanding new customer groups, Amazon has long been committed to providing sellers with e-commerce business opportunities in all categories and price ranges. In 2024, Amazon achieved strong growth in sales of many high-priced products such as smart devices, furniture, auto parts, sports, and low-priced products in categories such as clothing, kitchen, home, and electronic accessories. Since the beginning of this year, the sales volume of Chinese sellers on Amazon's US and European sites has increased by more than 30% in some high-priced categories in categories such as furniture, lawn and garden, and sporting goods .

At the same time, Amazon also paid attention to the demand of customers for low-priced goods, even if they had to wait a little longer for delivery. Therefore, the " Amazon Haul" value purchase was announced to be launched in November this year . The summit further explained the " Amazon Haul" value purchase. The project has expanded the new customer base for sellers who have the demand for low-priced goods. At present, the project is an invitation-based system for sellers.

Amazon Haul is a new shopping experience on the Amazon shopping app and mobile website, where customers can find more affordable and super low-priced products. The price of the products is $ 20 or less, and most of the products are less than $ 10 , covering fashion, home, lifestyle, electronics and other categories, and the usual delivery time is 1-2 weeks.

In addition, Amazon has launched a series of programs to help sellers develop a wider customer base, including the Amazon Influencer Program , the Amazon Creator Connection , and the implementation of in-app purchases on multiple overseas social media platforms; at the same time, it has upgraded the Buy with Prime program to help sellers establish and expand their business on their independent sites and other sales channels outside of Amazon.

As global commercial procurement moves online, Amazon Business has become one of Amazon's fastest growing businesses worldwide. More and more Chinese sellers are considering embracing both B -end and C- end business opportunities as one of their key development strategies.

In the past three years, the number of Chinese sellers on Amazon who have deployed both B -end and C -end businesses has nearly tripled . Amazon Business Purchasing also continues to assist sellers in efficiently deploying B-end businesses in areas such as site opportunities, exclusive tools, and industry empowerment :

1. In terms of site opportunities, Amazon Business has opened 10 sites to Chinese sellers , and will further expand in the future;

2. In terms of exclusive tools, Amazon Business continues to innovate, helping B -side sellers obtain more large business orders through innovative tools such as exclusive advertising for business purchases, large order inquiries, large package selection, and automatic pricing for enterprise discounts ;

3. In terms of industry empowerment, Amazon's corporate purchasing team continues to go deep into major industrial belts, connect with the transformation needs of local companies, help industrial and trade companies expand cross-border e-commerce through the DTB ( Direct To Buyer ) model, and seize the blue ocean opportunities of cross-border commerce.

Amazon continues to help Chinese sellers seize growth opportunities in major regions around the world. During the summit, Amazon announced that it will open the Irish site ( amazon.ie ) to Chinese sellers in 2025. This will be Amazon's tenth site in Europe open to Chinese sellers. Amazon has been deeply rooted in Ireland for 20 years, with a cumulative investment of more than 22 billion euros . With the opening of this site, Chinese sellers will be able to conduct business in Amazon's 20 international sites around the world.

These sites include not only mature e-commerce regions such as the United States, Europe, and Japan, but also emerging regions such as Latin America and the Middle East, where e-commerce growth has led the world in recent years , providing Chinese sellers with the opportunity to directly reach hundreds of millions of active users around the world . In particular, Amazon's logistics efficiency and coverage at multiple sites continue to set new records, which will provide stronger support for sellers' global business expansion.

Local empowerment, strong support for Chinese sellers to achieve long-term success

Over the past decade, cross-border e-commerce has taken root and grown in various parts of the country, and has gradually become a new driving force in the economic and trade field. Amazon data shows that Amazon sellers' sales have achieved double-digit growth in nearly 70% of provinces in China, and the growth rate in nearly 10 provinces has exceeded 20% . In 2025 , Amazon Global Store will further upgrade its localized service and innovation capabilities in terms of breadth and depth, and launch a " three times three " system to help more companies take the road of high-quality overseas expansion in all aspects.

( Amazon Global Selling Nanjing Office Upgrade Launch Ceremony )

In terms of breadth, Amazon Global Selling will further upgrade its regional service capabilities, fully promote the " Industry Belt Accelerator " project, and upgrade the Amazon SPN service provider network. First, in terms of upgrading regional service capabilities, Amazon Global Selling will focus on building a local seller community and continuously improve the localized service level; it will also hold the " Amazon Global Selling Regional Summit " and add a series of 100 city salons to bring the latest information to more new sellers in the region in a timely manner. In addition, during the summit, Amazon Global Selling also announced that it will upgrade its Nanjing office and move into the Yangtze River Delta Cross-border E-commerce Park in Jianye District.

Secondly, in terms of accelerating industrial belts, Amazon Global Selling will fully promote the " Industrial Belt Accelerator " project. It is expected that by 2027 , it will cover more than 150 high-quality industrial belts in China and support tens of thousands of factories or brands to go online on Amazon; Amazon Global Selling will also accelerate the cluster incubation of vertical categories and the transformation support of vertical category companies, and in 2025 , it will innovatively launch the " Manufacturer Direct Service " to specifically support factory-type enterprises in conducting cross-border e-commerce business.

Thirdly, in terms of upgrading the Amazon SPN service provider network, there will be further " increase in volume and improvement in quality " in 2025. In terms of increase in volume, Amazon will introduce more service providers, aiming to cover a more complete service category, focusing on areas with greater demand from sellers such as logistics, compliance, and branding, while expanding the service provider network to more emerging regions; in terms of quality improvement, by strictly controlling the entry threshold, continuously evaluating service quality, introducing a seller review mechanism, etc., the service quality of service providers will be improved, helping sellers connect with high-quality service providers and promoting business development.

In depth, Amazon Global Selling will focus on three major areas: seller growth services, seller education, and seller innovation. In terms of seller growth services, in 2025, Amazon plans to provide three products, namely, the Pilot Edition, the Ultimate Edition, and the Accelerated Edition, for sellers of different sizes and different stages of development to better meet the unique pain points and needs of sellers; at the same time, it plans to significantly optimize the service content, including launching " expert services " in important areas such as brand building, supply chain management, compliance, advertising, and B2B business opportunities. Through the newly launched " Amazon Policy Radar " service, it will provide sellers with highly relevant interpretations of Amazon policy changes and assist sellers in customizing more detailed practical plans.

In terms of seller education, in 2025 , Amazon Global Selling will continue to upgrade its training system in three aspects: Amazon policy interpretation, regional expansion and cooperation training, and learning experience, so that it will be more in line with the actual needs of Chinese sellers.

In terms of seller innovation, relying on the Asia-Pacific Innovation Center which was officially launched in Shenzhen in November this year, Amazon Global Selling will gather innovative practices, cultivate innovative capabilities, accelerate the pace of innovation, and establish the " Amazon Innovation Leaders Alliance " to exchange cutting-edge innovative practices through summit forums, seminars, etc.; launch " Overseas Brand New Product Incubator " , " Frontier Product Technology and Design Innovation Classroom " and other activities to assist sellers in building and improving the capabilities required for high-quality overseas expansion; and link resources from all parties to promote the transformation and implementation of innovative results.

This summit brought together over 100 Amazon global executives, over 100 industry experts and hundreds of cross-border e-commerce service companies for a total of more than 40 hours of keynote speeches and forum discussions, covering global innovation and local empowerment initiatives, mature and emerging site opportunities, and cross-border e-commerce full-link product and service releases, including supply chain optimization and upgrades; taking into account the different needs of manufacturers and brand companies, B2C and B2B business models, sellers and service providers.