亚马逊，战略公布

Core Insights - Amazon's Global Selling has launched the "Next Generation Global Selling" initiative to support Chinese export e-commerce businesses in achieving high-quality global expansion by 2026 [1][11] - The initiative focuses on four strategic areas: AI-driven product innovation, exploring new growth territories, reshaping global cross-border logistics, and local support for cross-border collaboration [1][11] Group 1: Value Transition in Cross-Border E-Commerce - Cross-border e-commerce is experiencing three significant value transitions: supply chain management is shifting from a cost center to a growth engine, competitive advantages are moving from sales-driven to value-driven, and sellers' organizational capabilities are evolving from regional specialists to global multi-specialists empowered by AI [3][13] Group 2: Next Generation Global Selling Framework - The "Next Generation Global Selling" framework allows export e-commerce businesses to list products once on Amazon and achieve global sales, covering stages from global launch to optimization and deepening logistics solutions [5][15] - The framework includes a global smart hub warehouse (GWD) launched in Shenzhen, set to open in March 2026, enhancing Amazon's supply chain solutions [5][16] Group 3: Logistics and Global Expansion - Amazon Global Logistics (AGL) is expanding its global shipping routes, adding Vietnam as a key hub for Southeast Asia, with plans to extend services to Canada and Australia by 2026 [7][18] - The launch of the "Next Generation Global Selling" coincides with the 25th anniversary of Amazon's third-party seller business and the 10th anniversary of its Global Selling operations in China, marking a new phase for sellers to achieve global sales upon listing [7][18] Group 4: AI Integration and Seller Support - Amazon introduced groundbreaking Agentic AI innovations and a new seller platform aimed at transforming how sellers manage their businesses on Amazon, simplifying tasks and predicting seller needs [8][19] - The Amazon Seller Assistant will integrate features to provide insights into business opportunities, customized suggestions, and an overview of seller performance across global sites [8][19] Group 5: Local Services and Market Growth - Amazon has opened over 20 international sites for Chinese sellers and announced new seller incentive programs in Mexico and Brazil, offering initial sales rewards and benefits for Prime member products [9][20] - Data indicates that by October 2025, sales from Chinese sellers on Amazon's mature sites will have grown over 15% year-on-year, with emerging sites seeing over 30% growth [9][20] Group 6: Performance Metrics - From early 2025 to September, the number of new product listings by Chinese sellers increased by nearly 25%, with significant growth in the number of sellers achieving sales milestones of $200 million, $500 million, and $800 million, all exceeding 20% year-on-year [10][21]