.svg)
Cross-border e-commerce is increasingly becoming an important growth channel for Vietnamese businesses. However, to expand effectively into international markets, businesses need more than the right products. They also need to continuously stay updated on category trends, supporting tools, and operational approaches across global platforms.
In this context, the 2026 Annual Seller Conference (Amazon Seller Summit 2026), themed “National Brands, Global Spotlight”, offers businesses an opportunity to directly access practical information, solutions, and insights from Amazon and other organizations across the cross-border e-commerce ecosystem.
The event is organized by Amazon Global Selling Vietnam in collaboration with the Vietnam Trade Promotion Agency, Ministry of Industry and Trade (VIETRADE), with the aim of helping Vietnamese businesses strengthen their capabilities and gradually expand their presence in international markets.
1. What to Expect at the 2026 Cross-Border E-commerce Conference
The Cross-Border E-commerce Conference is an annual event organized by Amazon Global Selling for both businesses exploring opportunities to sell on Amazon and existing sellers already operating on the platform.
This year, the program focuses on topics directly related to building and growing an international business, from identifying product opportunities and applying technology to brand building and operational optimization.
One of the key highlights is the collaboration between Amazon Global Selling Vietnam and the Vietnam Trade Promotion Agency, Ministry of Industry and Trade (VIETRADE) to support Vietnamese businesses, including companies with products recognized under the Vietnam Value National Brand Program, in strengthening their cross-border e-commerce export capabilities.
In addition to the main sessions, attendees can directly explore new tools, speak with Amazon experts, and connect with businesses operating across the cross-border e-commerce ecosystem.
2. Why Should Sellers Attend Amazon Seller Summit 2026?
Get Updates Directly from Amazon
Attendees can access official information on products, branding, operations, logistics, and the tools Amazon provides to sellers, from the early stages of starting a business to expanding internationally.
Explore New Product and Category Opportunities
Amazon introduces the Product Opportunity Explorer to support market demand analysis, alongside the Custom City area and dedicated content on Customized Products (V-Custom) and Wooden Products (V-Wooden). These resources can provide useful reference points for businesses developing their product plans for 2027.
Experience AI Tools
At the AI Power Lab, sellers can directly explore AI tools designed to support product page optimization, market opportunity analysis, and advertising, instead of relying only on documentation or online guides.
Speak Directly with Amazon Experts
The Seller Cafe allows sellers to ask Amazon experts directly about issues related to products, logistics, advertising, and account health.
Expand Your Network Across the Ecosystem
Amazon Seller Summit 2026 is expected to connect more than 1,000 domestic and international businesses, creating opportunities to meet sellers, brands, and service providers across the cross-border e-commerce ecosystem.
3. Who Should Attend Amazon Seller Summit 2026?
Businesses Exploring Amazon
Small and medium-sized businesses, manufacturers, or individuals who have not yet started selling on Amazon can attend to better understand the business model, the initial preparation required, and the resources Amazon provides to new sellers.
Existing Amazon Sellers
For businesses already selling on the platform, the event is an opportunity to learn about additional tools and approaches for optimizing product portfolios, logistics, brand building, and account health management. These are also the two main audience groups identified by Amazon for this year’s conference.
Vietnamese Brands Looking to Expand Internationally
Local brands with established products and a domestic market presence but looking for additional international growth channels can also explore the experience and tools introduced at the event.
Manufacturers Looking for New Export Channels
For businesses with manufacturing capabilities but limited direct access to international consumers, e-commerce can provide an additional export route alongside traditional distribution models.
4. Key Activities Not to Miss at Amazon Seller Summit 2026
In addition to the main conference sessions, several notable areas and activities include:
-
AI Power Lab: explore five AI technology zones from Amazon and service providers, covering listing optimization, product opportunity analysis, and advertising.
-
Custom City: a dedicated area for customized product categories.
-
V-Custom and V-Wooden: in-depth content focused on customized products and wooden products.
-
Seller Cafe: a space for direct discussions between sellers and Amazon experts.
-
2026 Outstanding Seller Awards: recognizing top-performing sellers of the year.
-
Networking: connect with businesses, sellers, and service providers across the cross-border e-commerce ecosystem.
For sellers planning for 2027, the value of Amazon Seller Summit 2026 goes beyond the content shared on the main stage. It also lies in the opportunity to directly access tools, experts, and connections that can support the next stage of business growth.
5. Time, Location, and Registration
According to official information from Amazon Global Selling Vietnam, Amazon Seller Summit 2026 will be held only once this year in Hanoi.
-
Date: November 5, 2026
-
Location: Hanoi
-
Admission: Free for sellers who register in advance.
As seating is limited, each invitation is valid for one attendee only. If multiple members of the same business wish to attend, each person must register separately.
Sliner supports Amazon sellers with business structuring, tax planning, accounting, and cross-border financial operations, helping businesses establish the right foundation for each stage of growth.
Contact Sliner to discuss your plans for expanding your business on Amazon and into international markets.
![[WORKSHOP RECAP] Sliner x OnPoint Empower Vietnamese Brands Entering TikTok Shop US](https://cms.sliner.sg/storage/uploads/blogs/94EgfLvLg1ViK3MHSzKVi0WI18kUL3EgIVK9OVh8.jpg)
