At its 2025 Cross-Border Summit, Amazon Global Selling presented a vision of global trade transformed by artificial intelligence, unveiling its "Next Generation Global Selling" strategy. This initiative signals a profound shift in cross-border e-commerce, driven by AI-powered supply chains and intelligent market expansion tools.
I. Strategic Framework: Building an AI-Driven E-Commerce Ecosystem
The strategy revolves around three phases designed to support sellers at every stage of global expansion:
1. Global Quick Launch: Lowering Barriers to Entry
Amazon's Cross-border Selling program and Fulfill From Origin (FFO) service allow merchants to store inventory domestically while reaching international customers. Simplified logistics and expanded compliance coverage enable rapid market entry across multiple countries.
2. Global Optimization: Data-Driven Precision
Leveraging initial sales data, sellers can refine pricing, advertising, and promotions. Amazon's analytics tools provide actionable insights to enhance conversion rates and competitive positioning.
3. Global Deep Dive: Localization Through Smart Warehousing
The Fulfillment by Amazon (FBA) network and new Global Warehousing and Distribution (GWD) hubs enable "one pool, global sharing" inventory management. This reduces stock risks while accelerating market testing.
II. Technological Backbone: AI in Supply Chain Management
Amazon is deploying attention mechanism models to predict consumer demand and optimize regional inventory distribution. These innovations support same-day and next-day delivery expansions. In last-mile logistics, intelligent routing has facilitated delivery of over 9 billion Prime items annually—a 20% year-over-year increase.
III. Seller Enablement: AI Tools for Efficiency
With over 1,000 AI tools already deployed, Amazon assists sellers in:
- Automated ad creative generation
- Product listing optimization
- Multimedia content production
The upgraded Seller Assistant now features Agentic AI capable of autonomous decision-making in compliance, advertising, and inventory management when authorized.
IV. Brand Value in the AI Era
As AI shopping assistants like Rufus prioritize quality brands, merchants must focus on:
- Identifying unmet consumer needs
- Data-driven product development
- Enhanced customer experiences
The Opportunity Explorer tool exemplifies this shift—its AI module recently identified wildlife observation gear as an emerging niche, guiding successful product launches.
V. Outlook and Considerations
While AI promises transformative efficiency gains, challenges around data security and algorithmic bias require careful governance. As cross-border e-commerce enters this new phase, the balance between innovation and responsible implementation will shape its sustainable growth.