Amazon Launches Four Major Support Initiatives for New Sellers in 2026: Global Operations, Cost Reduction & Efficiency, AI Empowerment, and Local Support

[Ebrun Exclusive] March 18th – Amazon Global Selling has officially announced its four major support initiatives for new sellers in 2026, including the Global Expansion Acceleration Program, the New Journey Incentive Program, the Intelligent Operations Carefree Program, and the Local Navigation Empowerment Program. These new seller support initiatives systematically lower the barriers to entry for cross-border e-commerce from four dimensions—global operations, cost reduction and efficiency improvement, AI empowerment, and local support—helping more new sellers to enter the market with a lighter operational footprint.

Commenting on this, Song Xiaojun, Vice President of Amazon China and Head of New Seller Expansion, Emerging Markets, and Business Buying for Amazon Global Selling in China, pointed out, 'With the gradual formation of the 'Next-Generation Cross-Border Chain,' new sellers will face new situations and opportunities in areas such as 'selling globally upon launch,' global business and cost management, and the application of AI innovation technologies. Against this backdrop, Amazon has timely introduced the four major support initiatives for new sellers in 2026, actively assisting them in tackling new challenges, enabling their first step in cross-border e-commerce to be fast, stable, and effective, and accelerating their layout in the 'Next-Generation Cross-Border Chain.''

Specifically, the four major support initiatives each have their own focus. The Global Expansion Acceleration Program aims to help sellers 'sell globally upon launch.' The New Journey Incentive Program is dedicated to lowering the entry barriers for new sellers. The Intelligent Operations Carefree Program focuses on reducing costs and improving efficiency across the entire operational chain through AI tools. The Local Navigation Empowerment Program provides explanations of platform policies and operational experience through offline training and online live streams.

The Global Expansion Acceleration Program provides a series of tools and services to simplify global operations: Amazon's 'Sell Globally with One Click' simplifies multi-site registration and offers monthly fee discounts; the 'List Globally with One Click' tool quickly synchronizes product information to global sites; the Cross-Border Sales Plan supports expanding existing site selections globally; Amazon's Sourceful Global Fulfillment service allows sellers to store inventory at the source for global sales, which has already been successfully piloted on Amazon Haul. Additionally, the world's first Amazon Global Smart Hub Warehouse, located in Shenzhen, will be fully opened, providing one-stop warehousing, customs clearance, transportation, and distribution services, enabling a single inventory pool to supply the world.

The New Journey Incentive Program covers three dimensions: First, comprehensive support across three growth stages—from monthly fee waivers and logistics coupons in the initial store setup phase, to advertising discounts and Vine benefits during the product listing phase, and finally sales commission rebates during the scaling phase. Second, exclusive benefits for North America, Europe, Japan, Australia, and emerging sites, including reduced sales commissions for multiple categories, logistics fee waivers, tax ID application subsidies, etc., effectively reducing local operating costs. Third, product expansion support through programs like the Amazon Logistics New Product Inbound Discount, offering rebates and waiving various fees for new products, encouraging sellers to boldly pursue product innovation.

The Intelligent Operations Carefree Program integrates Amazon's Agentic AI innovations at every stage: launch, product selection, promotion, and operations. Specifically, The Canvas experience is offered for free, combining AI dialogue with visual content to help sellers generate personalized business views and make data-driven decisions; the upgraded Amazon Seller Assistant can not only respond conversationally but also reason, plan, and assist in taking action with permission, proactively handling tasks like inventory, advertising, and compliance around the clock. Furthermore, AI is integrated throughout processes like product selection, listing, promotion, logistics, and profit analysis, using tools such as the Opportunity Explorer, AI-generated product details, and Creative AI Agents to comprehensively enhance operational efficiency and sales performance.

The Local Navigation Empowerment Program provides localized support through a combination of online and offline methods. Online, Amazon's dedicated live streams for new sellers offer step-by-step tutorials covering core content across the entire process, including registration, benefits, AI operations, and product selection. Offline, Amazon Global Selling's 'Spring Sowing Plan' will commence this March, delving into core cities across ten provinces and over 130 key industrial clusters in China. Through exclusive incubator camps, closed-door private sessions, Haul Value Purchase decryption workshops, and one-on-one corporate visits, it will tailor go-global strategies for businesses in industrial clusters, providing them with professional resources and operational experience.