Amazon Global Store Releases Three Major Business Strategic Focus Areas for 2025: Innovation, Business Expansion, and Local Empowerment

Today, the "2024 Amazon Global Store Cross-Border Summit" with the theme of "High-Quality Outbound & Future of Innovation Chains" was held in Nanjing. During the summit, Amazon Global Store reviewed the progress made by Chinese companies on Amazon over the past year and announced thirty-plus new initiatives focusing on the three main areas of business strategy for 2025: innovation, business expansion, and local empowerment.

Amazon data shows that over the past year, the number of Chinese sellers who sold products to consumers, enterprises, and institutional clients on Amazon's global sites increased by over 20% compared to the previous year. Over the past two years, the number of Chinese sellers with sales exceeding $1 million on Amazon's global sites grew by nearly 55%, and the number of Chinese sellers with sales exceeding $10 million increased by nearly 60%.

Eric Broussard, Vice President of Amazon Global and Head of Third-Party International Business, expressed Amazon's anticipation to continue working with global sellers, including Chinese sellers, to constantly strengthen efforts in offering high-quality products, competitive prices, and convenient delivery services, seizing the vast development opportunities of global e-commerce while continuously meeting customer demands.

Cindy Tai, Vice President of Amazon Global and Asia-Pacific Executive President of Amazon Global Store, stated that in 2025, Amazon Global Store will launch a series of forward-looking and practical initiatives to support Chinese sellers in continuous development across all aspects of business processes, new customer groups expansion, and brand building, establishing an agile, independent, and sustainable growth model to jointly embark on the path of high-quality outbound.

Looking specifically at 2025, Amazon Global Store's business strategy will focus on three main areas:

1. Innovation Support to create a leading global export cross-border e-commerce experience

In 2025, Amazon will focus on three main areas: supply chain solutions, AI empowerment and seller experience enhancement, and high-quality selection and brand building, helping sellers comprehensively improve efficiency and quality in supply chain, operations, selection, and brand building through product and tool innovation.

In terms of supply chain services, based on last year's release of the overall Amazon Supply Chain solution, Amazon announced the launch of Amazon Managed Service, an end-to-end cross-border supply chain hosting service designed for Chinese sellers. Sellers only need to provide product details and pickup locations, and Amazon is responsible for completing tasks such as product pickup, inventory consolidation, cross-border transportation, warehousing, split warehousing, warehouse entry, strategic replenishment, and last-mile delivery, while continuously analyzing customer demand, inventory levels, and cost data to optimize overall processes and efficiency.

In addition, Amazon also announced several innovations and upgrades in various aspects such as cross-border transportation, warehousing, and distribution capabilities. For example, AMP (Amazon Multi Center Program) can help sellers achieve single-location warehousing while fully tracking logistics dynamics; AGL (Amazon Global Logistics), in addition to supporting fast and slow ship cross-border transportation services between China and the US, China and Europe, will actively expand more international transportation networks in 2025 and explore diversified transportation methods such as air and sea transport; new features such as AI-driven instant messaging tool ConnectPro, intelligent shipping schedule estimation, and automated customs classification will also be launched.

In terms of AI empowerment and seller experience enhancement, it was announced at the summit that the Amazon Seller Assistant Amelia (Project Amelia) Beta version will soon support Chinese and open testing to some Chinese sellers. This is an all-encompassing "sales assistant" based on generative AI that provides immediate answers and suggestions to sellers, and personalized insights and support based on the unique business characteristics of each seller.

The summit also announced two latest developments of this feature: the upcoming launch of the bulk product detail page creation feature, allowing sellers to use their own format of electronic spreadsheets, and Amazon's generative AI will automatically read, transform, and optimize the information to create multiple high-quality product detail pages; and the A+ content creation feature, which generates attractive and informative content based on product description phrases and images, including vivid and real-life situational images.

In terms of high-quality selection and brand building, Amazon announced a series of innovative tools based on AI and big data that cover the entire process from early brand asset creation to final product sales analysis. These include "Amazon Brand Naming Star" for rapid brand name creative ideas, "Buyer Journey Analysis" and "Enhanced Audience Customization" tools to help brand sellers better understand customer data, "Unmet Demand Insights" to help sellers explore more high-quality selection opportunities, product performance analysis tools, and video generation tools.

Additionally, Amazon also provides brand protection support throughout the brand development process, including active protection measures to prevent bad actors from creating new accounts, reporting violation tools to detect and report suspected infringing behavior, and providing robust brand protection tools such as Transparency and Project Zero to help sellers protect intellectual property, and enhance detection of complex intellectual property infringement and irregular behavior such as brushing through AI and machine learning.

2. Business Expansion to explore new opportunities from a global perspective

In 2025, Amazon will further expand from three dimensions: new customer group expansion, B2B outbound business opportunities expansion, and global site layout expansion, to develop new business opportunities for sellers.

In terms of new customer group expansion, Amazon stated that it will focus on providing sellers with e-commerce opportunities across all categories and price ranges. In 2024, Amazon achieved strong growth in sales of high-priced items such as smart devices, furniture, auto parts, sports, and low-priced items such as apparel, kitchen, home, and electronic accessories. Some high-priced categories such as furniture, lawn and garden, and sports saw Chinese seller's products on Amazon's US and European sites increase by over 30%.

At the same time, Amazon also noted the demand for low-priced products by customers, even if slightly longer delivery times are required. Therefore, "Amazon Haul" was launched in November this year. This is a new shopping experience on the Amazon shopping app and mobile website, offering products priced at $20 or below (the majority below $10), covering categories such as fashion, home, lifestyle, and electronics, with a usual delivery time of 1-2 weeks. This project expands new customer groups with demand for low-priced items and is currently by invitation only.

In addition, Amazon has launched a series of plans to help sellers expand a wider customer base, including the Amazon Influencer Program, Amazon Creator Connection, and upgraded Buy with Prime program to help sellers establish and expand business through independent sites and other sales channels outside of Amazon.

In terms of B2B outbound business opportunity expansion, Amazon Business has become one of Amazon's fastest-growing global businesses, continuously assisting sellers in effective B2B business layouts through site opportunities, exclusive tools, industrial empowerment, and other areas. In terms of site opportunities, Amazon Business is open to Chinese sellers across 10 sites, with plans for further expansion in the future. For exclusive tools, innovation tools such as exclusive advertising, large order inquiries, large package selection, and automatic enterprise discounts are helping B2B sellers gain more business procurement orders. Amazon Business also continues to deeply engage in various industrial belts and connect with local enterprises to address their transformation needs.

In terms of global site layout expansion, Amazon announced that in 2025, it will open the Ireland site to Chinese sellers, making it the tenth site open to Chinese sellers in Europe. Amazon has been deeply rooted in Ireland for over 20 years, with accumulated investments exceeding 22 billion Euros. With the opening of this site, Chinese sellers will be able to conduct business on Amazon's 20 international sites.

3. Local Empowerment to provide solid support for the steady development of Chinese sellers

Amazon data shows that nearly 70% of Chinese provinces have achieved double-digit growth in Amazon seller sales, with nearly 10 provinces seeing growth rates of over 20%. In 2025, Amazon Global Store will further upgrade localization services and innovation capabilities from both breadth and depth.

In terms of breadth, Amazon Global Store will further upgrade regional service capabilities, fully promote the "Industrial Belt Accelerator" project, and upgrade the Amazon SPN service provider network.

【For the complete translation, please refer to the Chinese version.】Firstly, in the enhancement of regional service capabilities, Amazon Global Selling will focus on building a local seller community to continuously improve localized service levels. It will also hold the "Amazon Global Selling Regional Summit" and increase the number of city salons to bring the latest information to more new regional sellers in a timely manner.

Secondly, in the acceleration of industrial belt coverage, Amazon Global Selling aims to cover over 150 high-quality industrial belts in China by 2027, supporting tens of thousands of factories or brand merchants to join Amazon. It will also accelerate the clustering incubation of vertical product categories and support the transformation of enterprises in vertical categories. In 2025, it will launch the "Manufacturing + Launch Service" to specifically support factory-type enterprises in conducting cross-border e-commerce business.

Additionally, in the upgrade of the Amazon SPN (Service Provider Network), by 2025, there will be further "incremental quality improvement". On one hand, it will introduce more service providers to cover a more complete range of service categories (with a focus on logistics, compliance, branding, and other areas with high demand from sellers), expanding the service provider network to more emerging regions. On the other hand, it will improve the quality of service providers by strictly controlling access thresholds, continuously evaluating service quality, and introducing a seller rating mechanism.

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 product versions - Navigation Edition, Flagship Edition, and Acceleration Edition - tailored to the unique pain points and needs of sellers at different scales and development stages. It will also significantly optimize service content, including launching "expert services" in important areas such as brand building, supply chain management, compliance, advertising, and B2B 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 action plans.

In the area of seller education, Amazon Global Selling will continue to upgrade its training system in three major aspects: Amazon policy interpretation, regional expansion and partnership training, and learning experience, making it more closely aligned with the actual needs of Chinese sellers.

In terms of seller innovation, leveraging the Asia-Pacific Innovation Center officially launched in November in Shenzhen, Amazon Global Selling will consolidate innovative practices, cultivate innovative capabilities, and accelerate innovation by establishing the "Amazon Innovation Leadership Alliance". Through forms such as high-level forums and seminars, it will exchange cutting-edge innovative practices. Meanwhile, it will launch activities such as the "Overseas Brand New Product Incubator" and "Cutting-edge Product Technology and Design Innovation Classes" to assist sellers in building and improving the various capabilities required for high-quality overseas expansion. It will also link various resources to promote the transformation and implementation of innovation outcomes.