Major Overhaul of Amazon Product Titles; AliExpress Launches 'Local-to-Local' Model in Australia丨Cross-Border E-commerce Weekly Report

【Ebrun Original】Here's what happened in the cross-border e-commerce sector over the past week:

# Platform Updates #

【Amazon】

1 Length Halved, AI Takes Over: Amazon Introduces New Product Title Rules

According to a recent announcement from Amazon, starting July 27, 2026, the length of product titles (including spaces) for all categories, except media products, will be strictly limited to 75 characters.

To mitigate the loss of information due to the sudden reduction in length, Amazon has simultaneously launched a new feature called "Item Highlights." This feature provides sellers with an additional 125 characters to display relevant information or recommended use cases. This content is searchable and will be displayed in a highlighted format on search results pages and product detail pages.

Before the new rules take effect, sellers can continue using their existing titles or immediately start shortening titles to 75 characters and enabling "Item Highlights." After July 27, all titles exceeding the character limit will be gradually updated by the system to AI-recommended titles. Brand owners will have 14 days to review, modify, and approve the AI-generated title and highlight suggestions.

【Temu】

1 Temu Issues New Regulation, Pushing for Global Ban on E-cigarettes

Temu recently quietly updated its "Product Safety and Compliance Policy" (Version 26). Although it did not force a pop-up requiring merchants to sign as usual, a comparison reveals that while over 90% of the content remains unchanged with only text simplification and layout optimization, the most significant regulatory signal comes from the prohibited and restricted sales rules—the e-cigarette category has been upgraded from regional restrictions to a platform-wide ban. This covers electronic cigars, hookahs, cartridges, e-liquids, vaporizers, and all related accessories, completely blocking sales opportunities in specific countries.

【Alibaba】

1 AliExpress Launches 'Local-to-Local' Model in Australia, Allowing Local Businesses to Join

Recently, AliExpress announced the official launch of the "Local-to-Local" model in Australia, allowing local businesses to directly join the platform, list and sell products, while managing their own inventory and order fulfillment. This move means Australian merchants can directly reach the consumer base covered by the platform without establishing a cross-border logistics network.

2 Lazada Launches Gold Coin Discount Merchant Growth Program

Lazada announced that starting July 10, it will launch the Gold Coin Discount Merchant Growth Project. The system will automatically activate and set a 1% gold coin discount rate for all non-LazMall marketplace sellers not already participating in discounts (including newly joined sellers). This does not involve LazMall sellers. The discount is returned to buyers in the form of gold coins to incentivize purchases. Sellers can unlock additional benefits by increasing the discount rate to 2% or higher.

3 Lazada Thailand to Increase Service Fees Starting June 25

Lazada Thailand local stores announced that starting from 00:00 on June 25, service fees for both regular merchants and LazMall stores will be increased simultaneously to cope with rising operational costs. For LazMall merchants, the platform will provide traffic and conversion support through a combination of measures including issuing promotional benefits, marketing support, and discount activities to help alleviate cost pressures.

【Shopee】

1 Shopee Vietnam Mall Upgrade: 4-Hour Express After-Sales Service and 100% Compensation Starting July 1

Shopee Vietnam local stores announced an upgrade to Shopee Mall benefits starting July 1: retaining core advantages such as exclusive badges and priority search display, while adding new features including a priority customer service team, expedited processing of returns, refunds, and claims (excluding counterfeit items) within 4 working hours, and 100% full compensation for goods damaged in transit, with missing seals, or used goods (excluding policy violations). This aims to reduce sellers' after-sales burden and enhance shopping guarantees for high-end customer groups.

【SHEIN】

1 Accelerating European Fulfillment Network Layout! SHEIN Takes Over New Logistics Center in Ireland

Recently, SHEIN took over a new e-commerce logistics center in south Dublin, Ireland. The facility was previously operated by a third-party logistics provider and has now been officially transferred to SHEIN for direct management as part of its efforts to expand its European regional fulfillment network. It is reported that the logistics center, when fully staffed, can provide approximately 30 jobs, covering warehouse and office positions.

The logistics center is located in the Greenogue Business Park in Rathcoole, a town in southwest County Dublin, covering an area of approximately 16,000 square feet (about 1,486 square meters).

【Other Platforms】

1 Etsy Capitalizes on Prime Day: Heavily Promotes "Shop Other Jeffs" Shopping Campaign

Recently, Etsy announced it will launch the "Shop Other Jeffs" campaign during Amazon's Prime Day, encouraging consumers to "spend your money on 5,000 other Jeffs, not Amazon Executive Chairman Jeff Bezos."

2 Wildberries Launches "Brand Zone": All Sellers Can Create Their Own Brand Pages

Wildberries announced that the "Brand Zone" service, previously only available to large brands and top merchants, will now be officially launched for all sellers on the platform. This means all registered sellers can create dedicated pages with independent brand visual styles to showcase their product systems to consumers in a more systematic and recognizable way.

According to the platform's description, the Brand Zone is an independent display space within Wildberries. Sellers can publish brand introductions, create curated product collections, place banner ads with exclusive brand visual styles, and display other brand-related content.

Currently, this feature is already available in the "Sales Growth" section of the seller backend. Sellers can quickly set up brand pages using the new backend interface and preset modules.

3 Ozon Simplifies Commission System Starting July 1

Ozon will adjust commissions starting July 1: the original six price brackets are simplified into three: "under 100 rubles, 100-300 rubles, and over 300 rubles." Products over 300 rubles will have a uniformly higher fee rate, compressing profits for local small and light items, while commissions for large items are slightly reduced. The biggest impact for Chinese cross-border sellers is on the realFBS model: the tiered pricing structure is canceled and replaced with fixed fees by category, eliminating the operational space for lower fee brackets. Sellers must recalculate gross margins and adjust pricing or product selection.

4 Kohl's Moves Summer Sale to June, Competing with Amazon Prime Day

Kohl's has moved its summer sale to June (it was held in July last year), aligning with other major retailers preparing for the competition. It is reported that Amazon Prime Day is scheduled for June 23-26. Meanwhile, Walmart and Target are also launching major promotions during the same period.

5 Chewy Q1 Revenue Reaches $3.36 Billion, Profits Show Steady Growth

Pet e-commerce company Chewy reported Q1 net sales of $3.36 billion (up 7.7%), adding nearly 200,000 active customers. Gross margin was 30.1% (up 50 basis points). Net profit was $94.8 million (including $73.4 million in stock-based compensation expenses). Adjusted net profit was $179.9 million (up $31 million). Adjusted EBITDA margin was 7.5% (up 130 basis points). The company stated it grew faster than the industry average, achieving both revenue and profit growth despite the consumer environment.

# Merchant Circle #

1 Adyen Launches Adyen Agentic to Help Merchants Sell via Conversational AI Platforms

Fintech platform Adyen announced the launch of Adyen Agentic, using a set of modular APIs to help merchants sell products through conversational AI platforms without having to rebuild their commerce systems for each new AI channel.

According to the introduction, the Adyen Agentic product consists of three functional layers—Agentic Feed, Agentic Cart, and Agentic Payments—addressing various stages of the user journey in AI agent commerce, from product discovery to payment completion.

Among them, Agentic Feed can synchronize a merchant's real-time product catalog, pricing, and inventory data within conversational AI interfaces; Agentic Cart can connect a merchant's existing checkout, tax, fulfillment, and order management systems to conversational AI platforms; Agentic Payments enables payment and anti-fraud related functions such as authentication, payment tokenization, merchant identity retention, and risk management across various AI agent commerce technology protocols.

2 Cross-Border Major Seller Huakai Yibai Invests 200 Million to Acquire Hong Kong Cross-Border Assets

Huakai Yibai issued an announcement stating that its subsidiary, Yibai Network, first invested 120 million yuan to increase capital in a newly established entity, Shenzhen Bixunhe, acquiring 60% of its equity. Subsequently, the latter's Hong Kong subsidiary invested 200 million yuan to acquire core operating assets from Hong Kong Red Horizon Holdings, including e-commerce stores, inventory, and intangible assets related to the HOMLAND brand.

# Overseas Marketing #

1 Pinterest Upgrades AI Ad Suite, Helping SMBs Achieve 64% Increase in New Customer Acquisition and Conversion

Pinterest launched the Performance+ new customer acquisition feature for small and medium-sized businesses. After advertisers upload existing customer data, the AI system automatically identifies core user characteristics and prioritizes ad delivery to high-intent audiences. Merchants can also set value rules to focus on acquiring new customers. Early tests show this feature brought an average 64% increase in new customer conversion growth. Simultaneously, Pinterest opened one-click activation of Performance+ shopping campaigns to eligible Shopify merchants, with best practices enabled by default.

# Cross-Border Logistics #

1 Vietnam Tightens Control Over Transit of Chinese Goods, Cracks Down on Country of Origin Fraud

Vietnam has introduced new regulations comprehensively tightening control over the transit of Chinese goods, focusing on cracking down on country of origin fraud and illegal transshipment. The regulations stipulate that transit goods can only pass through designated ports, must be under customs supervision throughout, and cannot stay in the country for more than 30 days. Prohibited goods are completely banned from transit. This move is primarily in response to pressure from the United States—as some merchants used Vietnam as a transit route to evade tariffs, leading to Vietnam being placed on the intellectual property watch list. To stabilize its export market to the U.S., Vietnam is proactively strengthening supervision.

# Overseas Marketing #

1 China's AI-Related Product Imports and Exports Grow 52.4% in First Five Months

From January to May 2026, China's imports and exports of artificial intelligence-related products reached 4.12 trillion yuan, a year-on-year increase of 52.4%. Among them, Dongguan, Guangdong exported industrial robots worth over 160 million yuan, covering more than 60 countries globally, with exports to emerging markets like Thailand, Turkey, and Mexico doubling. Locally produced 'palletizing machines' (industrial collaborative robots) account for about one-third of global production, with one company holding a 33% market share, ranking first in global shipments in 2025.

2 Shanghai Introduces 23 Measures to Promote Cross-Border Trade Facilitation

Seven departments in Shanghai, including the Municipal Commission of Commerce, jointly issued the "Several Measures for the 2026 Special Action to Promote Cross-Border Trade Facilitation at Shanghai Port." The action, starting immediately, deploys 23 measures across five areas: deepening innovation in customs clearance and supervision models, optimizing regulatory services for new foreign trade formats, improving the efficiency of cross-border logistics and transportation, strengthening digital and smart port construction and interconnectivity, and enhancing comprehensive enterprise service and support.

3 Over Half of Japanese Consumers Make Purchases Based on AI Recommendations, Generative AI Penetrates User Purchase Decisions

Japanese digital marketing service provider PLAN-B released a research report on the impact of generative AI on consumer decision-making.

The survey pointed out that high-frequency users who use generative AI for queries several times a week or more account for 26.8% of all respondents, an increase of 9.7 percentage points from last year. At the same time, purchases and destination decisions initiated by generative AI conversations have already covered over half of the respondents, with 54.1% giving an affirmative answer, indicating that purchasing behaviors originating from generative AI are further penetrating.

4 Indonesian Government Plans to Promote Reduction of Platform Fee Burden for Small Merchants

Recently, the Indonesian government announced it is formulating a regulatory rule for e-commerce platforms aimed at protecting micro and small enterprises. A core proposal is to require e-commerce platforms to provide a 50% discount on platform service fees to relevant merchants to help them cope with rising operating costs.

As an important part of the proposal, the government is calling on major e-commerce platforms to provide a 50% service fee reduction for micro and small enterprises. This measure will help alleviate the burden of various fees faced by merchants on digital platforms, thereby easing operational pressure.

In addition to service fee discounts, Indonesia's Ministry of Cooperatives and Small and Medium Enterprises hopes to enhance business certainty for merchants through contractual mechanisms. According to the proposal, if an e-commerce platform plans to adjust fee standards, it must notify merchants at least three months in advance.

5 European Smart Agent E-commerce Could Reach 310 Billion Euros Within a Decade

Within the next decade, automated transactions based on smart agents (Agentic AI) could unlock a market size exceeding 310 billion euros in the European e-commerce market. However, trust remains the biggest bottleneck—currently only 41% of consumers say they are willing to trust AI agents provided by service providers, and banks are seen as the most promising trustees. Despite concerns, consumer attitudes towards AI shopping show significant divergence: 45% are willing to let AI agents purchase electronics, but only 16% trust them to buy groceries.

6 2026 US Father's Day Spending Expected to Reach $27.9 Billion

A survey by the National Retail Federation shows that total spending for Father's Day on June 21 is expected to reach $27.9 billion, higher than the $24 billion in 2025; per capita spending of $226.58 also sets a new record. 38% of consumers plan to shop online for gifts, with greeting cards, clothing, and outings being mainstream choices. Spending on electronics and personal care items shows leading growth. Nearly 80% of people plan to celebrate the holiday, with experiential gifts and personalized items becoming increasingly popular.

7 EU AI Regulations: E-commerce Virtual Models and Synthetic Ads Must Be Mandatorily Labeled

According to the German Trade Association (H?ndlerbund), the European Commission's newly introduced "Code of Conduct for AI-Generated Content" clearly stipulates that starting August 2, 2026, e-commerce sellers must prominently label "Deepfake" content such as AI-generated virtual models and synthetic advertisements within their stores. Images must have a visible label added to the upper right corner, and audio must have an audible prompt. Failure to comply will pose compliance risks. However, AI-generated product descriptions and category descriptions that have undergone human editing and review are exempt from labeling obligations.