2025 Amazon Global Selling Cross-Border Summit: Key Updates & Initiatives

On December 4, 2025, the 2025 Amazon Global Selling Cross-Border Summit officially kicked off in Hangzhou. Spanning three days (December 4 to 7), the summit not only released a series of seller data but also unveiled over 40 innovative initiatives focusing on Amazon’s four core business priorities for 2026, covering "logistics development" and "seller expansion."

New Initiatives in Logistics

On the first day of the summit, Amazon announced multiple logistics measures, including "the world’s first Global Intelligent Hub Warehouse (GWD) to be located in Shenzhen" and "the launch of a new global delivery model via Fulfill From Origin (FFO) service."

1. Global Debut of Amazon’s Global Intelligent Hub Warehouse (GWD) in Shenzhen

Amazon grandly announced the global launch of its Global Intelligent Hub Warehouse (GWD) at the summit, with the world’s first GWD to be established in Shenzhen, China. It will be fully open to Chinese sellers in March 2026.

As part of Amazon’s end-to-end supply chain solution ("Supply Chain by Amazon"), the GWD is a one-stop global warehousing and distribution service built by Amazon at the source of goods. Its functions include warehousing, customs declaration and clearance, cross-border transportation, and inventory allocation. It seamlessly connects with Amazon’s global Fulfillment by Amazon (FBA) network and timely distributes products to Amazon’s delivery networks in target sales countries and regions, enabling "one inventory pool to supply the world."

In simple terms, Amazon will build a forward warehouse in Shenzhen. Sellers using this warehouse service will no longer need to ship their goods across oceans.

2. Upgrade to Amazon’s Fulfill From Origin (FFO) Service

Amazon’s Fulfill From Origin (FFO) service is launching a new global delivery model. Similar to the aforementioned forward warehouse, sellers only need to store their products in warehouses at the source of goods to list them for sale on Amazon’s international sites. After overseas consumers place orders, Amazon will directly complete global order fulfillment and deliver the products directly to consumers.

According to Amazon, this model has been successfully piloted on Amazon Haul and will be further expanded to more target sales countries and regions in 2026, covering more products beyond Amazon Haul.

Seller Expansion Initiatives

At the summit, Amazon also released key 2025 data, including:

• Since 2025, Chinese sellers have sold billions of products through Amazon’s global sites, with sales on mature sites such as the US and Europe increasing by more than 15%, and sales on emerging sites surging by over 30%.

• Since 2025, the number of Chinese sellers with sales exceeding 2 million, 5 million, and 8 million all increased by more than 20%; the number of Chinese sellers with sales exceeding 10 million rose by nearly 30%.

• Since 2025, the number of new products launched by Chinese sellers has increased by nearly 25% compared to the same period last year.

Additionally, Amazon officially launched two major programs: the "Cross-border Selling Program" and the "Next-Generation Cross-Border Supply Chain."

1. Cross-border Selling Program

Through this program, Amazon will assist sellers in listing their existing product selections and inventory from major sites such as the US and UK on other Amazon sites worldwide at competitive prices. Amazon will be responsible for direct cross-border delivery to customers.

2. Next-Generation Cross-Border Supply Chain

Specifically, the "Next-Generation Cross-Border Supply Chain" covers three phases:

• Global Launch: One-time listing, global sales.

• Global Optimization: Data insights, precise optimization.

• Global Deepening: Seamless FBA upgrade, global supply chain integration.

According to Amazon, its vision is to enable cross-border e-commerce enterprises to achieve global sales with just one product listing on Amazon and one inventory storage at the source of goods. The company stated that the "Next-Generation Cross-Border Supply Chain" marks a new development phase for Amazon sellers—"list once, sell globally."

Additional Supporting Initiatives

During the summit, Amazon also announced a series of practical measures to support sellers:

• Mexico and Brazil sites launched the New Seller Incentive (NSI) and Fulfillment by Amazon New Selection Program (NSP), offering initial sales rewards of up to 5% for brand sellers and special benefits for Prime product listings.

• Major sites including Canada, Australia, Saudi Arabia, the United Arab Emirates, and India also announced a series of seller incentives and fee reduction programs to strongly assist cross-border e-commerce enterprises in reducing costs and increasing profits.