Amazon is stepping up its push to turn Vietnam's manufacturing base into a source of globally recognized consumer brands. At its 2026 Seller Conference, the company's Vietnam cross-border unit laid out three strategic priorities for the coming year.
The event, themed "National Brands, Shining Globally," drew more than 1,000 sellers from Vietnam and the wider region, according to a report by Vietnam.vn. The focus was on helping local businesses use e-commerce exports to build brands of their own rather than produce for others.
Three Priorities for 2027
Amazon Global Selling Vietnam said its 2027 agenda rests on three pillars. The first is helping sellers identify products that align with actual market demand.
The second is using artificial intelligence to streamline day-to-day operations. The third is drawing on Vietnam's domestic production strengths to expand exports through online channels.
Concrete Targets for Brands and Manufacturers
The plan comes with specific goals. Amazon aims to bring 30 Vietnamese national brands onto its platform and help 300 manufacturers in furniture, food and apparel begin selling on Amazon.
It is also targeting more than 300 sellers reaching revenues above 10 billion VND by 2027, a benchmark intended to signal how many local businesses can scale meaningfully through the marketplace.
Data and AI Tools for Sellers
To support product selection, Amazon plans to expand the data analytics tools it offers sellers. These are meant to reveal consumer demand and spot market segments where supply falls short, so businesses can gauge a product's potential before committing to production and an international launch.
On the operations side, the company highlighted AI-powered tools including Seller Assistant, New Seller Central, Account Health and Advertising Intelligence. Together they are designed to help sellers manage their businesses, improve efficiency, sharpen advertising and reach more customers.
Moving Manufacturers Beyond Outsourcing
A recurring theme was helping Vietnamese factories shift from contract production toward developing and branding their own products. Amazon is offering workshops, in-depth training and access to the Vietnam Seller Networking and Knowledge Center, known as NAMI.
The company also launched a cooperation program with Vietnam's Trade Promotion Agency called "From National Brand to Global Brand." In 2027, it will train 30 businesses whose products hold national brand certification, guiding them from brand registration through to selling to overseas customers.
Industry and Government Perspectives
Luu Nga, president of OpenGate and founder of fashion label Elise, noted that Vietnam is deeply embedded in global supply chains, yet few Vietnamese brands are familiar to international shoppers. She argued that making goods for foreign labels and owning a brand are fundamentally different undertakings.
She described cross-border platforms as a low-cost way to test products and gather direct feedback from overseas buyers without building physical retail abroad. Still, she cautioned that listing a product is only the start, with quality, compliance, cost control and trust determining long-term success.
Hoang Minh Chien, deputy director of the Trade Promotion Department, said the agency will keep working with businesses, associations, localities and international partners on trade promotion and brand development, with support methods tailored to companies' practical needs.
What It Means for Vietnamese Exporters
For Vietnamese founders and manufacturers, the announcements point to a clearer pathway into global e-commerce, backed by data tools, training and government coordination.
The broader challenge remains converting production capacity into brand value. Amazon's targets offer measurable milestones, but as speakers stressed, lasting results will depend on product quality and the trust businesses earn with international customers.
Source: Vietnam.vn
