From Operational Focus to Global Expansion: How Does Amazon Seller Growth Services Empower Cross-Border Sellers to Ride the Waves?

By He Yang

A venture capitalist's declaration of "[In the cross-border e-commerce field] Every category has the opportunity to be remade, every category has the potential to create a new wave" has been gradually confirmed. In recent years, the scale and comprehensive strength of the cross-border e-commerce industry have both seen significant growth. According to the statistics of the General Administration of Customs, from 2018 to 2023, China's cross-border e-commerce import and export volume has grown by 1.2 times. Among them, cross-border e-commerce exports have consistently outperformed the overall market, with a year-on-year growth rate of 19.6% in 2023, reaching 1.83 trillion yuan.

The influx of numerous enterprises and entrepreneurs has led to a surge on the supply side. This has in turn accelerated industry reshuffling, making it difficult to recreate the stories of early-stage rapid growth.

On one hand, sellers need to accurately gauge customer demands, respond promptly to market changes, and identify the direction for differentiated development. On the other hand, in the process of advancing global business operations and meeting the diverse needs of customers, fine operational capabilities are necessary to ensure business health.

With the urgent need for growth and fierce competition, how can sellers more swiftly seize business opportunities, better refine their capabilities, and effectively break through development constraints? Professional advisory guidance becomes critically important in addressing these issues, thus giving rise to the Amazon "Seller Growth Service".

01

 Directly addressing the growth pain points of various cross-border sellers，Tailored action plans

Factory transformation sellers, trading business sellers, and brand-startup sellers have each built a richer supply pool for global consumers through their respective capabilities and resource advantages. However, each of them also faces their unique growth constraints. This is where Amazon "Seller Growth Services" comes in.

For factory transformation sellers, directly reaching end consumers through Amazon is not only a survival tactic to cope with the shrinking traditional foreign trade business, but also an opportunity to transition from OEM contract manufacturing to independent branding. They possess product development capabilities and supply chain resources, with years of experience in a specific sub-category, but they lack experience in cross-border e-commerce operations. For example, their common challenge is how to promote high-quality products from the perspective of end users, while avoiding price wars.

For trading business sellers, their initial strategy of rapid exposure through shelf-stocking methods has enabled them to accumulate abundant supply chain resources across multiple categories. However, with external changes, it is no longer viable to capture market dividends through "quantity" and "speed" alone. "Quality" has become more important — requiring more investment in product quality and operational depth. For example, they need to analyze consumer data to plan high-potential categories, increase profit margins, and reduce compliance risks arising from knowledge blind spots in a market with numerous categories and competitors.

For brand-startup sellers, they delve deeply into niche categories and possess product innovation capabilities, as well as long-term brand development thinking. However, they struggle with how to develop reasonable marketing/logistics/advertising strategies and use Amazon tools to achieve brand growth. More efficient operational support, including professional brand strategy suggestions, comprehensive unlocking of Amazon tools, and authoritative interpretations of Amazon's new product policies, are essential for them.

In summary, faced with new market conditions and development requirements, different types of sellers require Amazon "Seller Growth Services" to provide tailored professional insights and action plans. Here are a few typical cases:

Jincheng Home Decoration, a home storage seller, is a representative of small factory-type sellers. Due to a lack of e-commerce thinking and insufficient operational experience, the company faced a series of problems such as product failures and inventory pressures during its Amazon journey. In order to accelerate business growth, they chose Amazon's "Seller Growth Service". The official exclusive consultant helped the company cultivate a data-driven mindset, conduct a comprehensive analysis of the product market, and vertically expand the storage product categories. Through fine-tuned operations and product improvements based on customer feedback, the store achieved a 42% increase in overall sales under the thorough operational guidance of the official exclusive consultant.

KingPavonini, a seller of elderly care equipment, had a mature supply chain. Initially, the company had difficulty standing out in the market due to weak brand awareness and serious product homogeneity under the initial shelf-stocking model. The Amazon "Seller Growth Service" helped them streamline and optimize the product line, gradually focusing on senior products, achieving product upgrades and compliant development, and using Amazon brand tools for brand building. As a result, they rapidly accumulated brand fans and developed into a leading player in the category.

EarFun, a wireless earphone seller with strong product innovation capabilities, was perplexed about how to create brand uniqueness and sustain growth in intense competition. In this scenario, Amazon "Seller Growth Service" helped them adjust their marketing strategy starting from market positioning, expand online market presence, and increase brand awareness through additional Amazon brand tools. Ultimately, they rose to become the top 2 earphone brand in Germany.

02

Operational focus, brand building, global expansion，Completely addressing the growth challenges for cross-border sellers at all stages

In addition to comprehending the growth pain points of different types of sellers and providing tailored support, Amazon "Seller Growth Services" also addresses the business development needs for sellers at different stages, offering comprehensive support from details to the broader picture. For example, growing sellers need to enhance their daily operational capabilities and build a brand to accelerate business growth, while mature sellers need to consolidate their existing advantages, identify new growth points, and achieve longer-term global brand expansion.

Zalda, engaged in the operation of gift cards, is a representative of growing sellers. Due to limited resources of a personal entrepreneurial team, Zalda has always focused more on products and less on operations, often facing troubles due to insufficient grasp of operational details. In May of this year, Zalda signed up for Amazon's "Seller Growth Service" to resolve daily operational annoyances - hoping that professionals could guide them in handling egregious negative reviews, and other emergency situations.

Arriving with "small grievances" in mind, Zalda found that the role of Amazon's "Seller Growth Service" is not simply that of "problem-solving customer service". The official exclusive consultant conducted a comprehensive diagnosis of the account together with Zalda, delving into the current situation, identifying potential gaps and growth opportunities, and devising a clear action plan. This included comprehensive optimization of product listings, increased promotion efforts, and the expansion of high-potential and high-average-price gift products based on selection reports and "Quarterly Operational Focus Newsletter". After a series of actions, Zalda's store competitiveness improved significantly, no longer relying solely on low-average-price card products. It is expected that new products will account for 30% of total sales by the end of this year.

From Zalda's perspective, the official exclusive consultant gradually helped them form a systematic and refined operational approach, from hands-on guidance on operational details, clearing knowledge blind spots, to providing business development analysis, positioning based on data, and indicating improvement directions, thereby achieving breakthroughs in business development.

Apart from businesses like Zalda, which have sought help from Amazon's "Seller Growth Services" to address operational details, numerous other sellers have drawn strength from Amazon's "Seller Growth Services" in broader areas such as business expansion, strategic planning, and overall development thinking.

For example, Zosi (周视), a larger growing seller, operates civil security monitoring products. Initially, they only operated on the Amazon U.S. site, but achieved excellent results after joining Amazon's "Seller Growth Service" in 2019, leading them to expand their business to Europe and Japan. How can they grasp the industry context and maintain long-term competitiveness while expanding globally? Responding to this need, Zosi's European site also joined Amazon's "Seller Growth Service" in 2022.

Over the past two years, Zosi has received support from Amazon's "Seller Growth Services" in various aspects. The most remarkable aspects include the official exclusive consultant's guidance in broadening their product line, addressing product selection challenges for new markets, and helping Zosi's brand achieve a market share from the top 10 in the category to the top 5 in Europe. Additionally, facing the complex compliance issues in the European market, the official exclusive consultant also helped them achieve timely compliance on over 10 projects including DSA, EPR, and GPSR, resolving potential operational risks. Currently, their products rank #1 in the U.S. market, are in the top 3 in the industry in major European sites, and have achieved over 50% year-on-year growth in the Japanese market, realizing better brand growth.

Shangyan, which integrates product development, design, sales, supply chain management, and services, is a representative of mature sellers. In the pursuit of longer-term brand growth, they chose Amazon's "Seller Growth Services". Since joining the project in 2023, they have received assistance from the official exclusive consultant in product selection, integrated marketing, market expansion, brand protection, safety compliance, and other aspects, achieving a breakthrough with an annual sales of 150 million U.S. dollars."It provided us with ideas for building a global brand and offered various operational assistance. We can contact the official exclusive consultants for anything we are unsure about," said the founder of Shangyan. For example, in terms of brand marketing, the official exclusive consultants provide targeted integrated marketing solutions, including assistance in using previously unused marketing tools and resource support, resulting in a significant increase in the store's GMV.

At the same time, Amazon's "Seller Growth Service" has helped Shangyan continuously explore market opportunities and expand new business growth points. For instance, the official exclusive consultants, through market trends and data guidance, directed Shangyan in product development, ultimately creating a major hit product. Originally, Shangyan only operated on the US site, but after careful analysis and rigorous evaluation by the official exclusive consultants, they chose to expand to the Canadian site, achieving a significant increase in sales.

Similarly, for mature seller representative AnyCubic, as a global leading consumer-level 3D printing technology brand, after reaching a certain scale in market share and sales volume, the next stage of the task is to break through the growth bottleneck and achieve longer-term business expansion. To this end, Amazon's "Seller Growth Service" provides comprehensive data analysis for them to better review and plan. It accurately formulates action plans for new product line expansion, global site expansion, and brand marketing effectiveness, enabling the brand to effectively reach more users in the global market.

For example, the official exclusive consultant continues to provide AnyCubic with category trend analysis and product selection guidance, helping them expand potential new product lines, resulting in an overall sales increase of more than 1.5 times in two years. They also helped AnyCubic strengthen its connection with users on Amazon, providing better after-sales service to consumers, thereby enhancing the consumer experience and expanding brand reputation. Furthermore, they assisted AnyCubic in expanding its advantage market from North America to Europe, covering 15 Amazon sites by the end of 2023.

So, what exactly is Amazon's "Seller Growth Service"? The answer summed up by sellers is that apart from helping sellers in detail to solve various daily operational issues, it also serves as a strategic consulting expert to provide sellers with longer-term layout planning and development strategies.

03

Customized, systematic, highly efficient, and ultra-accurate growth empowerment

From numerous cases, as the "official exclusive consultant" standing in front of the vast number of sellers, Amazon's Seller Growth Service provides customized, systematic, highly efficient, and ultra-accurate unique growth empowerment advantages.

Customization

Deeply analyzing the business pain points of sellers and precisely customizing implementable strategies is the starting point that enables Amazon's "Seller Growth Service" to effectively help sellers solve problems. Like the words of a home textile seller: "The official exclusive consultant can accurately identify business critical points and operating problems, summarize the store's problem points through store operating data and market trend changes, and provide reasonable countermeasures."

Systematic

The systematic empowerment is reflected in Amazon's "Seller Growth Service" which covers 7 major dimensions: operational planning, product selection analysis, sales conversion, advertising promotion, brand building, logistics optimization, and business expansion solutions. Specifically:

High efficiency

For the issues that cross-border sellers used to face, not knowing who to turn to or dragging them due to time zone, language, and other factors, Amazon's "Seller Growth Service" provides high-efficiency support services that respond rapidly within 12 hours, follow up by a dedicated person, and promptly solve various business problems, providing sellers with intimate companion-like assistance.

"We have always been a small transparent seller. With the official exclusive consultant, we always receive the first time to answer our questions, and they will come to the company to discuss the business, solve problems together, make us feel very secure, and make our Amazon business more secure," one seller commented.

Ultra-accurate

In addition, an official exclusive consultant interprets the latest Amazon policies precisely and shares product release consultations first-hand, effectively helping sellers quickly and accurately grasp the industry context, thus gaining an advantage in competition.

Apart from these tangible helps, the intangible value of Amazon's "Seller Growth Service" in the minds of the sellers is also gradually emerging.

The founder of Jincheng Home Decoration described the help brought by Amazon's "Seller Growth Service" as "teach people to fish" - it not only solves specific problems but also helps sellers improve their business ability, transform their business thinking, and provide underlying support for business takeoff.

Different from the cooperation model of finding agent operation - sellers outsource the operation link, lightly take the field, which has certain limitations in long-term development; nor the "hosting" model of some platforms - sellers hand over the operation to the platform, only responsible for supply and delivery, prone to the state of having orders without users, difficulty gaining premium capacity; the empowerment mode of Amazon's Seller Growth Service, essentially under the premise of sellers independently operating, in the form of the official exclusive consultant to run alongside, taking the hand to sail far away with the seller. It ensures that the seller gets a qualitative improvement from thinking to capability, solving immediate problems, and ensuring the realization of long-term strategic goals, maximizing the release of growth space.

It is certain that after several years of rapid iteration, the cross-border e-commerce, a highly potential track with high hopes, has basically completed the transition from extensive to lean growth and entered a stage of high-quality development. All sellers, regardless of the life cycle, business scale, and category, need to build the four core capabilities of product, brand, operation, and perception to reach higher positions in the global value chain. Making good use of Amazon's "Seller Growth Service" is not just the injection of professional power from the outside but also a shortcut for the sellers to build their own capabilities internally, thereby facing the future with confidence and sailing against the wind.