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Vietnamese businesses are increasingly looking beyond their manufacturing strengths to build their own brands in international markets. While cross-border e-commerce presents significant growth opportunities, success requires more than production capabilities. Identifying the right products, adopting new technologies, and strengthening operational efficiency are becoming essential to sustainable expansion.
Against this backdrop, Amazon Seller Summit 2026, held on November 5, 2026, at the National Convention Center in Hanoi, brought together over 1,000 sellers, businesses, and industry partners. Under the theme “National Brands, Global Success,” Amazon Global Selling Vietnam unveiled three strategic priorities for 2027, focusing on data-driven product development, AI-powered operations, and the international expansion of Vietnamese brands.
Sliner Consulting attended Amazon Seller Summit 2026 to gain insights into these strategic directions, connect with industry stakeholders, and exchange perspectives on the opportunities and challenges facing Vietnamese businesses expanding into global markets.
1. Supporting Vietnamese Brands in Global Markets
As more Vietnamese businesses explore opportunities beyond domestic markets, Amazon Seller Summit 2026 highlighted solutions to help sellers capitalize on the country's manufacturing strengths, adopt emerging technologies, and strengthen their global competitiveness.
At the summit, Amazon Global Selling Vietnam announced three key targets for 2027:
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30 Vietnam National Brands supported in launching their products on Amazon.
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300 Vietnamese manufacturers from the Furniture, Food, and Apparel sectors entering Amazon's marketplace.
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More than 300 sellers achieving annual revenue exceeding VND 10 billion.
These targets reflect a broader shift in Vietnam's cross-border e-commerce development, moving beyond seller participation to emphasize brand building, business scalability, and sustainable revenue growth.
2. Three Strategic Priorities Highlighted at Amazon Seller Summit 2026
2.1. Identifying Product Opportunities Through Market Data
Understanding customer demand is critical to developing products for international markets. For manufacturers transitioning from contract production to building their own brands, assessing market potential before investing in new products can help reduce risks and allocate resources more effectively.
At Amazon Seller Summit 2026, Amazon highlighted its commitment to helping sellers leverage data-driven tools such as Product Opportunity Explorer and Discover Unmet Demand. These tools provide insights into consumer trends, identify gaps between market demand and existing supply, and help businesses evaluate new product opportunities.
By incorporating market data into product research and development, Vietnamese businesses can make more informed investment decisions and build product portfolios that better align with customer needs.
2.2. Improving Operational Efficiency Through AI
As businesses expand their cross-border operations, managing growing product portfolios, advertising activities, account performance, and platform compliance becomes increasingly complex.
At Amazon Seller Summit 2026, artificial intelligence emerged as a key component of the Amazon Global Selling 2027 strategy. Amazon introduced AI-powered tools and integrated management solutions designed to simplify daily operations, including Seller Assistant, an AI-powered assistant for sellers; New Seller Central, an updated seller management interface; Account Health, a tool for monitoring account performance and compliance; and AI-powered advertising solutions that support campaign analysis and optimization.
Integrating these solutions into daily workflows can help sellers reduce administrative workloads, improve operational visibility, and make more informed business decisions.
2.3. Turning Manufacturing Strengths into Global Brand Growth
As businesses expand their cross-border operations, they face increasing complexity in managing product portfolios, advertising activities, account performance, and marketplace compliance requirements.
At Amazon Seller Summit 2026, artificial intelligence was highlighted as a key priority for the coming year. Amazon introduced AI-powered tools and management solutions designed to improve seller efficiency, including Seller Assistant, an AI assistant for sellers; New Seller Central, an enhanced seller management interface; Account Health, a tool for monitoring account performance and compliance; and AI-powered advertising solutions for campaign analysis and optimization.
Photo credit: Event Organizers
Technology adoption is also extending into financial management and accounting operations. A notable example is Amazon Service Provider Network (SPN) member Genbook - Silver Sponsor of the summit, which provides accounting data management solutions for e-commerce businesses. Through its GenInvoice feature, Amazon sellers can synchronize order data, manage electronic invoices, and issue invoices in batches, helping streamline administrative processes and improve operational efficiency.
3. From Global Brand Expansion to Stronger Business Management
A key announcement at Amazon Seller Summit 2026 was the launch of the “From National Brands to Global Brands” partnership between Amazon Global Selling Vietnam and the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade.
The initiative aims to support 30 businesses with products recognized under Vietnam's National Brand Program in expanding their presence on Amazon in 2027. Participating businesses will have access to training and tailored support for brand development and international market entry.
While these initiatives create new opportunities for global expansion, they also highlight the importance of stronger financial and operational management as businesses scale. Cross-border e-commerce involves complex financial data, including sales revenue, marketplace fees, refunds, and settlements. Accurate financial recording and reconciliation are essential to maintaining reliable financial information and meeting accounting and tax compliance requirements.
These are also among the key areas where Sliner supports businesses, helping them strengthen financial management practices and establish a solid foundation for sustainable international growth.
Sliner Continues to Engage with Vietnam's Seller Community
Attending Amazon Seller Summit 2026 provided Sliner with an opportunity to stay informed about Amazon Global Selling's latest strategic directions, engage with industry partners, and better understand the evolving needs of Vietnam's cross-border seller community.
The insights shared at the summit also highlighted the opportunities and operational considerations businesses should address as they prepare for the next phase of cross-border e-commerce growth in 2027.
With expertise in accounting, taxation, corporate finance, and cross-border business advisory, Sliner Consulting remains committed to helping Vietnamese businesses strengthen their financial management capabilities, navigate compliance requirements, and build a foundation for international expansion.
Learn more about Sliner Consulting's accounting, tax, and corporate finance advisory services, or contact our team to discuss your business needs.
