Jim Yang, Head of Amazon Global Selling Expansion in APAC, shared: “Amazon's more than 20 international marketplaces provide diverse opportunities for manufacturers, brand owners, and traders worldwide. The Asia-Pacific region plays an important role in the global supply chain. Amazon’s ongoing efforts in logistics infrastructure development, innovation enablement, and industry support are designed to help businesses connect their manufacturing strengths with customers worldwide. Vietnam's entrepreneurial spirit and manufacturing capabilities present significant opportunities for e-commerce export growth.”

Vietnamese E-commerce Exports Reach New Milestones in 2025

2025 marks 25 years since Amazon first welcomed independent sellers, who now account for over 60% of global sales and have generated more than $2.5 trillion in sales globally over the past quarter-century.

Vietnamese businesses demonstrated steady growth in 2025. Amazon data shows that over the past year, ending on July 31, 2025, the number of products sold by Vietnamese selling partners increased nearly 35% year-over-year. This growth highlights the rising role of global B2C e-commerce as an emerging channel for Vietnam's exports.

Fulfillment by Amazon (FBA) has become an important tool for Vietnamese businesses seeking to improve their logistics efficiency. The number of units shipped via FBA increased by nearly 40% in 2025, reflecting sellers' focus on reliable delivery and customer service in the global marketplace.

The top 5 best-selling categories from Vietnamese selling partners on Amazon- Home, Kitchen, Health & Personal Care, Apparel, and Beauty- remained consistent in 2025, reflecting Vietnam's established manufacturing strengths. Success stories include Coolmate in Apparel and Green Mekong with furniture products. New opportunities are emerging in categories like Grocery, where brands such as VIDA Farm and VINUT are introducing Vietnamese agricultural products to global customers.

The Strategic Priorities of Amazon Global Selling Vietnam: Charting the Course for Rocket Growth

Moving forward, Amazon will continue to leverage its resources and advantages in global infrastructure, digitalization and technology innovation, customer reach and trust, and new opportunity exploration, while providing localized services through Amazon Global Selling Vietnam to support businesses in their global expansion.

“Vietnam's rapid digital transformation and strong export-driven economy position it perfectly for cross-border e-commerce growth,” said Larry Hu, Head of Amazon Global Selling Southeast Asia. “We've been laying the groundwork to support Vietnam's rise in global e-commerce, and today we're thrilled to unveil our 2026 strategy to accelerate Vietnam as Southeast Asia's high-quality e-commerce export hub. Amazon’s comprehensive suite of innovative technologies and solutions will empower Vietnamese businesses to transform their strengths into sustainable global success, contributing to the country's vision of digital transformation and high-quality export development.”

Amazon Global Selling Vietnam’s 2026 focuses includes:

Accelerate Vietnam as Southeast Asia’s E-Commerce Export Hub

Accelerating Vietnam's transformation into a regional export powerhouse and strengthening Vietnam’s global competitiveness through logistics development effort, industry talent cultivation and boosting regional knowledge exchange in partnership with government, industry and associations.

Elevate “Made-in-Vietnam” to Global Prominence

Empowering Vietnamese manufacturers and brands to advance up the global value chain through product and brand innovation, strategic high-quality export initiatives in partnerships with government and relevant stakeholders, and cultivation of next-generation entrepreneurs, driving global recognition of “Made-in-Vietnam” as a rising mark of innovation, quality, and competitiveness.

Enable the AI Transformation of Vietnam’s Export Industry

Pioneering the integration of advanced AI technology into Vietnam’s export. By introducing AI tools, instructing AI-enabled methodologies, and cultivating AI-driven talent, aspiring to position Vietnam among regional leaders in technology-empowered trade and smart manufacturing.

At the event, Amazon also announced the launch of Amazon Global Logistics (AGL), making Vietnam the second FBA origin launch of AGL worldwide, allowing local businesses to access this end-to-end logistics solution that directly connects Vietnamese businesses to Amazon's U.S. fulfillment network. This launch enables local businesses to leverage their manufacturing strengths for international expansion, with Amazon managing the entire cross-border logistics process from pickup to delivery at fulfillment centers.

A new comprehensive AI-powered tools introduced at the summit includes Seller Assistant for streamlined business operations across account health, compliance, inventory and growth management, Product Opportunity Explorer for product and market insights, Enhance My Listing for product optimization, and Ads Creative Studio for marketing efficiency. The new NAMI initiative will serve as a centralized support hub designed to connect Vietnamese selling partners with industry experts, deliver comprehensive training programs, and foster networking opportunities through structured growth programs.

Amazon Seller Conference 2025 unveiled a comprehensive roadmap to strengthen Vietnam's e-commerce export capabilities. Through innovative logistics solutions, AI-powered tools, and enhanced seller support, Amazon Global Selling aims to help Vietnamese businesses navigate international markets, unlock opportunities and build sustainable success in the digital economy.