Amazon eyes turning Vietnam into Southeast Asia’s e-commerce export hub by 2026

Amazon plans to make Vietnam a high-quality e-commerce export hub for Southeast Asia by 2026, a senior executive said at the 2025 Amazon Global Selling conference on Thursday.

“Vietnam is uniquely positioned for an e-commerce export breakthrough, thanks to its rapid digital transformation and export-oriented economy,” said Larry Hu, director of Amazon Global Selling Southeast Asia.

He said Amazon’s 2026 strategy will focus on helping Vietnamese businesses build sustainable global success through innovation and technology, while strengthening the “Made in Vietnam” brand across international markets.

Jim Yang, director of Amazon Business and Global Selling Expansion in Asia, described Vietnam as “one of the most dynamic players” in global e-commerce exports.

As of July 31, the number of Vietnamese products listed on Amazon had risen nearly 35% year-on-year, while the number of brand-registered sellers grew almost 30%, reflecting a shift toward more sophisticated cross-border selling, Yang said.

A third-party research cited by Amazon shows that Vietnam’s e-commerce exports in furniture and apparel are expanding two to five times faster than the global industry average. Vietnamese sellers have performed strongly in categories such as home and kitchen, health and personal care, fashion, and beauty, supported by the country’s manufacturing strengths.

At the conference, Amazon also announced plans to introduce its Amazon Global Logistics (AGL) program in Vietnam, making it only the second country globally to serve as a Fulfillment by Amazon (FBA) export origin.

The program will allow goods produced in Vietnam to be shipped directly to Amazon’s fulfillment centers in the United States, reducing logistics costs and shortening delivery times.

The initiative is expected to help Vietnamese exporters concentrate on production and market development, while Amazon handles cross-border logistics, warehousing, and last-mile delivery.