Amazon moves from sales channel to brand builder for Vietnamese exporters

  • Sellers are interested in Amazon's services at the event. VNA Photo: Hương Giang
    Sellers are interested in Amazon's services at the event. VNA Photo: Hương Giang
  • An Amazon Global Selling representative speaks at the event. VNA Photo: Hương Giang
    An Amazon Global Selling representative speaks at the event. VNA Photo: Hương Giang
  • A view of the event. VNA Photo: Hương Giang
    A view of the event. VNA Photo: Hương Giang
Amazon is no longer just an online sales channel, it is increasingly a bridge helping Vietnamese companies reach global consumers directly, shifting from contract manufacturing and production to building globally recognised brands. At the 2026 Cross-Border Summit themed “Ready for Takeoff – Global Growth” run by Amazon Global Selling Vietnam in Ho Chi Minh City on June 2, numerous firms highlighted how cross-border e-commerce helps Vietnamese products expand into new markets, lift value, and strengthen brand recognition worldwide. VNA Photo: Hương Giang

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