亚马逊的反击：GWD声势大、落地难

Core Viewpoint - Amazon's new GWD warehouse initiative aims to lower logistics barriers for cross-border sellers, but it faces skepticism regarding its actual effectiveness and cost advantages [2][3][5]. Group 1: GWD's Purpose and Expectations - The GWD warehouse is expected to alleviate long-standing logistics pain points for cross-border sellers by simplifying the logistics chain, allowing sellers to send goods to Shenzhen, where Amazon will handle the rest [3][5]. - The GWD model is seen as a response to the high costs and complexities faced by Chinese sellers when entering international markets, particularly in terms of inventory management and logistics [3][5]. - Compared to platforms like Temu and SHEIN, which allow low-cost testing of markets, Amazon's traditional FBA model requires larger inventory commitments, making it less accessible for smaller sellers [4]. Group 2: Challenges and Costs of GWD - Despite the expectations, industry insiders believe that the GWD does not significantly lower the actual barriers for sellers, as it operates more like a "front warehouse" system [6][7]. - The GWD initiative has high entry requirements, including a good standing U.S. account and a minimum annual sales threshold of $2.2 million, limiting access for smaller sellers [7][8]. - Cost-wise, GWD may not offer significant advantages over traditional logistics providers, as it is expected to follow a standardized pricing model rather than a low-cost competition strategy [8][9]. Group 3: Operational and Compliance Considerations - The expected delivery time for GWD is between 35 to 45 days, which may not be competitive during peak seasons due to potential congestion in inventory transfers [9][10]. - Sellers will still need to manage their own customs documentation and compliance, which adds complexity compared to fully managed models like Temu's [10][11]. - GWD is likely to be more suitable for established brands with mature supply chains, as they are better equipped to handle the compliance and logistical challenges involved [11][12].