Hello Amazon sellers!

On December 4th, the annual Amazon Global Selling Cross-border Summit (Theme: Towards Excellence, Newness and Globality) opened in Hangzhou.

Are seller friends paying attention? It doesn't matter if some friends haven't had time to pay attention. Xiaojiang has simply sorted out some key points for everyone:

1. From January to October this year, Chinese sellers sold billions of items through Amazon's global sites. The sales volume of mature sites increased by more than 15%, and that of emerging sites increased by more than 30%.

2. From January to September this year, compared with the same period last year, the number of Chinese sellers with sales volumes higher than 2 million, 5 million and 8 million US dollars increased by more than 20%, and the number of those with sales volumes higher than 10 million US dollars increased by nearly 30%.

Image source: Amazon

3. From September 2024 to September 2025, nearly 40% of Chinese sellers' sales will come from new products created in the past 12 months.

4. Three major value changes in the industry: The supply chain has shifted from a cost center to a growth engine, competition has shifted from sales-driven to value-driven, and global layout with AI empowerment has become a must-have option for sellers. Sellers need to focus on "competition shifting from sales-driven to value-driven", which may also be the reason for the launch of COSMO algorithm and Rufus.

Image source: Amazon

5. AI upgraded business opportunity detector (recommending personalized products, providing demand/price analysis), overview of new category opportunities, Vine program (optimizing review acquisition), FBA regional launch options, A+ content AI generation function, product performance focus, brand name generator, custom analysis tools, etc. Help sellers simplify operations and reduce trial and error costs.

Image source: Amazon

6. A brand-new seller platform, dedicated to changing the way sellers manage their business on Amazon with generative AI. The newly upgraded seller platform will become an intelligent management center. The new experience brought by generative AI will simplify complex tasks according to the seller's own working methods and requirements, predict the seller's next needs, and remind of possible missed opportunities.

7. Amazon Seller Assistant has been comprehensively upgraded to introduce Agentic AI functions, realizing autonomous reasoning, planning and action capabilities. It has been launched on the US site and is now open to Chinese sellers, and will gradually expand to more international sites in the future. After the upgrade, the seller assistant can not only have effective conversations and responses with sellers as before, but also reason, plan, and assist in taking actions with the seller's permission, just like a real assistant to help sellers start, manage and develop their business. This will be a profound innovation in the seller's operation model.

8. Three AI advertising tools are launched: AI Advertising Assistant (Hydrogen) for efficient management of multi-account campaigns and budget optimization; Creative Assistant (Creative Agent) for generating high-quality advertising materials; AI Q&A function (AI power of trumps) for automatically answering consumers' questions and lowering purchase thresholds.

9. In the year since its launch, Amazon Haul Value Buying has expanded to 26 countries and regions around the world, with category expansion of nearly 400%, and continues to expand the product categories it covers, including toys, electronics and beauty products recently opened. It offers more than 1 million items under $10 and 1 million items under $20; visitor traffic has doubled, user repurchase rate is high, and it has performed well in markets such as the UK, Germany and Saudi Arabia. It will continue to expand in 2026, with new traffic entrances and discovery features.

10. Amazon announced the global launch of Amazon Global Intelligent Hub Warehouse (GWD), and set up the world's first GWD warehouse in Shenzhen, China, which will be fully opened to Chinese sellers in March 2026. As part of Amazon's overall supply chain solution (Supply Chain by Amazon), Amazon Global Intelligent Hub Warehouse (GWD) is a one-stop global warehousing and distribution service established by Amazon at the source of goods, covering warehousing, customs clearance, cross-border transportation and inventory allocation, seamlessly connecting with the global Amazon Logistics (FBA) network, and timely distributing goods to Amazon's distribution network in various sales destination countries and regions, realizing one inventory pool supplying the whole world.

Content source: Amazon Global Selling Summit