Vietnamese sellers surge on Amazon amid brand-led export growth
Vietnam’s cross-border e-commerce is accelerating, with rising product volumes, surging branded revenues and more million-dollar sellers, signaling a strategic shift from volume-driven exports toward brand-led, higher-value growth in global digital markets.
THE HANOI TIMES — The number of Vietnamese sellers generating more than US$1 million in annual revenue on Amazon increased by 60% year-on-year, according to Amazon Global Selling Vietnam.
In its 2025 Empowering Vietnamese Small and Medium-sized Businesses Report, the company said product sales by Vietnamese enterprises on Amazon rose by 35%, while revenue from branded products climbed more than 40%.
A production line at Rang Dong Light Source and Vacuum Flask JSC. Photo: Pham Hung/The Hanoi Times
The data covers the 12-month period ending July 31, 2025, reflecting strong growth and rising sophistication in Vietnam’s e-commerce exports, Amazon Global Selling Vietnam said.
The report noted that Vietnam continues to strengthen its position as a leading e-commerce export hub in Southeast Asia, shifting from volume-driven exports to brand-led and value-added growth.
Larry Hu, General Director of Amazon Global Selling Southeast Asia, said Vietnam is transitioning from a manufacturing-based economy toward brand development, as businesses invest in innovation, branding and storytelling to capture higher value in global supply chains.
The report highlights a decisive move from pure production toward global brand building. Thousands of Vietnamese businesses now export through Amazon, with product listings expanding rapidly across multiple categories.
Tools such as Brand Stores, brand analytics, brand-based promotions and targeted advertising enable sellers to better understand consumer behavior and reach international customers more effectively.
Technology and logistics remain critical drivers of cross-border e-commerce growth. Businesses increasingly adopt generative artificial intelligence to streamline operations, optimize product content and enhance marketing performance.
On the logistics front, Fulfillment by Amazon (FBA) recorded nearly 40% growth in shipping volume in 2025, signaling rising demand for reliable, end-to-end fulfillment services.
While strong growth continues in categories such as home and kitchen, health and personal care, apparel and beauty, Amazon is encouraging Vietnamese sellers to explore new opportunities in food, home décor and furniture.
Through targeted product selection guidance and market insights, businesses receive support to diversify their offerings. This diversification strengthens export resilience and opens new avenues for higher value creation in global markets, the report said.
Exporting Vietnamese goods through global platforms such as Amazon, eBay and Alibaba has become an increasingly common strategy, helping products reach major markets including the United States, China, the European Union and ASEAN.
Recently, the Vietnam Trade Promotion Agency (Vietrade) partnered with Amazon Global Selling Vietnam to launch “V-Brands Go Global with Amazon.” From 2025 to 2027, Amazon will provide 20 training courses for 1,000 businesses and support 30 national brands in expanding globally.
