Diversification Drive Powers Chinese Sellers’ Growth on Amazon
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Chinese sellers on Amazon.com Inc. posted strong gains in the first 10 months of 2025, with sales up more than 15% in the U.S. and Europe and over 30% in emerging markets, as the e-commerce giant ramps up efforts to broaden their global footprint.
“In today’s environment, a global footprint is no longer an option, but a must,” said Dai Jingfei, a global vice president at Amazon, at the company’s global selling summit in Hangzhou.
Vice president Eric Broussard said expanding globally is critical for e-commerce sellers to capitalize on economies of scale and reduce their dependence on any single market.
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- Chinese sellers on Amazon saw over 15% sales growth in the U.S. and Europe, and 30%+ in emerging markets in the first 10 months of 2025.
- Amazon is encouraging global expansion amid U.S. trade policy changes, launching new seller tools, and opening its first global smart hub in Shenzhen.
- AI assistant Rufus reached 250 million users and is expected to add $10+ billion in sales in 2025.
- Amazon.com Inc.
- Amazon.com Inc. reported strong sales growth for Chinese sellers in the first 10 months of 2025, with increases exceeding 15% in the U.S. and Europe, and over 30% in emerging markets. The company is actively encouraging global expansion for Chinese merchants, driven by changing U.S. trade policies, under the leadership of current U.S. President Donald Trump, and the desire to capitalize on economies of scale. Amazon has introduced new tools and services, including its Rufus AI shopping assistant, to support this global push.
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