Amazon sets 2027 targets for Vietnamese brands and manufacturers
A partnership with Vietnam’s trade promotion agency will offer training and support to businesses with Vietnam National Brand certification.
Amazon Global Selling Vietnam plans to recruit 30 Vietnamese national brands to its platform in 2027 and support 300 furniture, food and apparel manufacturers in starting sales there. The company also aims for more than 300 sellers to record annual sales exceeding ₫10 billion each.
The targets were presented at the company’s 2026 Seller Conference, attended by more than 1,000 sellers from Vietnam and elsewhere in the region. Amazon outlined three priorities for 2027 centred on using e-commerce exports to develop Vietnamese businesses’ brands internationally.
At the event, the company and the Vietnam Trade Promotion Agency, part of the Ministry of Industry and Trade, introduced a cooperation programme called ‘From National Brands to Global Brands’. It is intended to help established Vietnamese brands become better known overseas.
The programme aims to prepare 30 businesses with Vietnam National Brand-certified products to start exporting through Amazon in 2027. The agency and Amazon Global Selling Vietnam will jointly select participants.
Hoang Minh Chien, the agency’s deputy head, said companies would receive training and detailed assistance suited to their capabilities and stage of development. Support would span brand registration through to offering products to overseas customers.
Larry Hu, head of Amazon Global Selling Southeast Asia, said growth among Vietnam’s key manufacturing sectors on Amazon showed more businesses were developing their own brands rather than relying solely on contract manufacturing.
