On March 18, 2026, Amazon Global Selling dropped a "bombshell"—officially announcing the launch of four major new seller support plans for 2026.

This is not a simple adjustment of the recruitment policy, but a systematic resource tilt for new sellers from registration, operation to global expansion under the strategic framework of "Next-Generation Cross-Border Chain". The Global Expansion Acceleration Plan, New Voyage Incentive Plan, Intelligent Operation Carefree Plan, and Local Escort Empowerment Plan are implemented simultaneously, committed to systematically reducing the threshold for new sellers to go global in four dimensions: global operation, cost reduction and efficiency increase, AI empowerment, and local support.

For prospective sellers who are observing and preparing to enter the market, this may be the most noteworthy signal in recent years.

1. Why 2026? The Golden Window for New Sellers

At the same time of the official announcement, Amazon also disclosed a set of key data: in 2025, the performance of new Amazon sellers from China was outstanding, with double-digit year-on-year growth in sales in both mature sites such as Europe, America, and Japan, and many emerging sites; among them, the number of new sellers with annual sales exceeding 1 million US dollars also achieved double-digit year-on-year growth.

What's more noteworthy is that the number of Chinese sellers who have sales on multiple sites in the first year of launching on Amazon has also achieved double-digit year-on-year growth. This means that new sellers are no longer satisfied with a single market, but have "global vision" from the beginning.

With the gradual formation of "Next-Generation Cross-Border Chain", new sellers will face new situations and opportunities in areas such as "selling globally immediately after launching", global business and cost management, and application of AI innovation technology. Song Xiaojun, Vice President of Amazon China, said that the four support plans launched this time are precisely to actively assist new sellers in responding to new challenges and make the first step of cross-border e-commerce fast, stable, and good.

2. Accelerated Global Expansion: One Registration, One-Click Sales Globally

For new sellers, expanding multiple sites used to be a troublesome matter—the registration process, monthly fees, and Listing synchronization of different sites all need to be operated repeatedly.

The "Global Expansion Acceleration Plan" in 2026 has completely changed this situation:

One-Click Access to Global: Greatly simplifies the registration process of new sellers on major international sites. One registration can open multiple country sites, and enjoy monthly fee discounts under the global account, with a total amount not higher than $39.99.

One-Click Listing Access to Global: With this tool, sellers can quickly synchronize the product Listings from the source site to multiple country sites, realizing that products are sold globally once published.

Cross-Border Sales Plan: Assist sellers in launching selected products and inventory on other Amazon sites globally at competitive prices, and Amazon is responsible for direct cross-border delivery to customers. This means that if you want to test a new site, you don't need to press hundreds of thousands of inventories, and you can test with existing inventory.

Source Warehouse Global Fulfillment Service (FFO): A new global distribution model has been launched. Sellers only need to store goods in the warehouse at the source location, and then they can be listed and sold on Amazon international sites. This model has been successfully practiced on Amazon Haul.

The world's first Amazon Global Intelligent Hub Warehouse (GWD) located in Shenzhen will be fully opened to sellers soon. This is a one-stop global warehousing and distribution service, covering warehousing, customs clearance, cross-border transportation, and inventory allocation, realizing a pool of inventory supplying the whole world.

3. Brand-New Voyage Incentive: "Reduce Burden" with Real Money

Entering the new era of "selling globally immediately after launching", how to carry out global business with as light investment as possible has become the core issue of concern to all sellers. In 2026, Amazon provides "real money" support for new sellers through three dimensions.

Whole-Link Three-Stage Growth Support: From helping sellers reduce initial investment in the early stage of opening a store (registering multiple sites with a unified monthly fee of $39.99, 200-400 USD logistics coupons, low-priced products enjoy low-priced FBA delivery rates, exempt from 365-day storage utilization rate surcharge and low inventory fees, etc.), to helping sellers accelerate cold start at the product listing stage (up to $1250 advertising discount coupons, Vine and Coupon coupons, enterprise purchase of multiple items FBA delivery fee up to 24% off, etc.), To help sellers reduce costs and increase profits at the scale growth stage (sales commission reductions up to $600,000 on all sites, commission reductions for multiple categories, etc.), accompanying sellers from startup to profit throughout the journey.

Site-Specific Benefits: Provide personalized benefits for North America, Europe, Japan, Australia, and major emerging sites. For example, the sales commission for clothing and accessories, household items, pet clothing, and other categories on European sites has been reduced in specific price segments, with the highest reduction reaching 67%; Amazon logistics fees in Brazil are exempted up to 100%, and CNPJ tax number applications can enjoy up to $12,000 in application subsidies.

Product Expansion Support: Through Amazon Logistics New Product Warehousing Incentive Plan, help sellers test new products at zero cost. For eligible Amazon Logistics new parent ASINs, an average rebate of 10% is provided, including exemption from monthly storage fees, inventory removal fees, return processing fees, batch clearance fees, and Vine registration fees.

4. Intelligent Operation Carefree: AI Redefines Operation

2026 will be a crucial year for the large-scale application of Amazon's AI technology. A series of breakthrough Agentic AI innovations are bringing new experiences to sellers in all aspects of operation from registration to cold start, from product selection to promotion.

The Canvas Experience: It is now open to all sellers selling on Amazon's US and UK sites for free. This is the first time that sellers can generate personalized and visual business "canvases", integrating and presenting data, insights, and recommended actions related to the seller's unique business goals.

Brand-New Upgraded Amazon Seller Assistant: Deeply revolutionize the seller's operation mode—not only can respond to conversations, but also reason, plan, and assist in taking actions after obtaining permission. It can analyze data, predict trends, provide suggestions, and execute decisions in multiple fields such as inventory logistics optimization, account health management, compliance analysis, potential new product insights, and advertising marketing optimization.

AI Tools Throughout the Whole Chain: From Opportunity Detector to assist in discovering unmet needs, to product detail page creation function based on generative AI, to creative agents helping advertisers produce professional advertisements in a few hours—AI is reshaping the whole chain of product selection, Listing creation, advertising placement, customer service, etc., becoming an indispensable core competitiveness for sellers.

5. Local Escort Empowerment: Send Services to Industrial Belts

In 2026, Amazon Global Selling launched a comprehensively upgraded local empowerment system, with offline Spring Plowing Plan and online live broadcast special sessions running in parallel, sending professional resources, practical dry goods, and policy benefits to every seller.

Spring Plowing Plan Goes Deep into 100 Industrial Belts: Starting from March this year, the "Spring Plowing Plan" officially kicked off, going deep into the core cities of ten provinces across the country and more than 130 key industrial belts, carrying out exclusive incubation camps and closed private sharing meetings, committed to tackling cross-border category pain points.

Nanjing New Office Completed: On March 13, Amazon's new office in Nanjing was officially opened, providing all-round localized support for Nanjing and Suwan enterprises, including store management, brand incubation, AI application, etc. Up to now, it has successfully helped nearly 4,000 enterprises in Nanjing and its metropolitan area "go global on the cloud".

Online Live Broadcast Special Session: Covering the whole process of new sellers' growth from 0 to 1, covering core content such as registration practice, site benefits, AI operation, and product selection skills, allowing new sellers to understand official benefits and operational dry goods in a relaxed and efficient manner.

Write at the End

Looking at the four support plans of 2026 together, Amazon's logic is very clear: use the global expansion plan to reduce the threshold for multiple sites, use the voyage incentive plan to reduce the starting cost, use the intelligent operation plan to improve the operation efficiency, and use the local empowerment plan to send services to the industrial belt.

For prospective sellers who are observing, 2026 may be the best time to enter the market. The platform has already put the strategic direction and supporting tools in front of you. Whether to get on the bus or not depends on your own choice.