Amazon aims to make Vietnam high-quality e-commerce export hub in SE Asia

The announcement was made at Amazon Global Selling’s 2025 annual conference, themed ‘Technology Breakthrough – Global Export Leap,’ held on Thursday in Hanoi.

Amazon Global Selling, a program that allows businesses to list and sell products directly on Amazon’s international marketplaces, is expanding its activities in Vietnam.

Larry Hu, director of Amazon Global Selling Southeast Asia, said Vietnam is ideally positioned for e-commerce export growth.

Between January and July, the number of products sold by Vietnamese sellers on Amazon increased nearly 35 percent year on year, underscoring the rapid rise of business-to-consumer e-commerce as an emerging export channel.

The top five product categories among Vietnamese sellers remained unchanged in 2025—Home, Kitchen, Health and Personal Care, Fashion, and Beauty—demonstrating Vietnam’s enduring strengths in manufacturing and product quality.

Hu affirmed that as part of Amazon’s 2026 strategy, the company is committed to helping Vietnam expand its global online trade footprint and develop into a high-quality e-commerce export hub for Southeast Asia by 2026.

Since its establishment in 2019, Amazon Global Selling Vietnam has been accelerating the country’s transformation into a regional export center by strengthening logistics, developing local talent, and fostering knowledge exchange through partnerships with government agencies and trade associations.

Amazon also aims to help Vietnamese manufacturers and brands move up the global value chain through product innovation and brand development.

In collaboration with the Vietnamese government and other stakeholders, its initiatives seek to nurture a new generation of entrepreneurs and strengthen the global reputation of 'Made in Vietnam' products as innovative, high-quality, and competitive.

The company is further promoting artificial intelligence adoption in Vietnam’s export sector by integrating AI tools into operations, providing training, and building local expertise.

These efforts are expected to position Vietnam as a regional leader in technology-driven commerce and smart manufacturing.

Jim Yang, head of Amazon Global Selling Expansion in Asia Pacific, said Vietnam’s strong entrepreneurial spirit and competitive manufacturing base offer tremendous potential for digital exports.

Globally, this year marks 25 years since Amazon first welcomed independent sellers, who now account for more than 60 percent of all products sold on the platform and have generated over US$2.5 trillion in total revenue.