Exports of Made in Vietnam goods via Amazon have increased sharply.

Goods made in Vietnam are increasingly popular worldwide, with wooden furniture and personalized gifts experiencing high growth rates on Amazon.

Products made in Vietnam are experiencing a surge in cross-border exports through Amazon. Photo: Reuters .

Late last year, Larry Hu, Director of Amazon Global Selling Southeast Asia, stated that Amazon has been building a platform to support Vietnam's rise in the global e-commerce sector. The strategy for 2026 is to make Vietnam a high-quality e-commerce export hub in Southeast Asia.

At the 2026 E-commerce Export Conference, themed "Ready to Take Off - Global Growth," held in Ho Chi Minh City on June 2nd, Amazon reiterated its commitment to partnering with Vietnam to strengthen this position.

According to data released by Amazon, in 2025, the number of products from Vietnamese sellers on the platform increased by nearly 35%, while revenue from Vietnamese-branded products increased by more than 40%. The number of Vietnamese sellers achieving sales exceeding $1 million per year also increased by 60% compared to the previous year.

Larry Hu, Director of Amazon Global Selling Southeast Asia, shared his insights at the E-commerce Export 2026 event. Photo: Thao Lien .

According to a representative from Amazon Global Selling, Vietnam's export growth in the coming period will not only be determined by the scale of production, but also by the ability of businesses to create differentiated products and build brands that are trusted by global consumers.

Larry Hu also stated that an increasing number of Vietnamese businesses are shifting from traditional manufacturing roles to innovation, directly reaching customers worldwide .

To support this growth phase, Amazon Global Selling Vietnam stated that it will continue to invest in developing the capabilities of its sellers, strengthening its logistics system, developing next-generation sales solutions, and implementing industry-specific growth strategies.

At the conference, Amazon presented its next-generation, AI-integrated sales solution. Based on this tool, sellers can identify market opportunities, recognize growth trends relevant to their industry, and expand their reach to international customers.

Assessing promising product categories that are gradually gaining recognition in the international market, Amazon Global Selling Vietnam stated that wooden furniture and personalized gifts are two product groups experiencing positive growth rates on the platform.

Regarding wooden furniture, Larry Hu analyzed the following: This is an area where Vietnam already has strong production capacity and supply chains. Through e-commerce exports under the B2C model, the industry... It is projected to grow twice as fast as the overall growth rate of furniture exports during the 2024-2029 period.

Meanwhile, the personalized gift category ( fashion , home goods, or beauty and lifestyle products) is driven by a global market that favors unique products to tell a personal story.

Larry Hu assessed that with the advantage of design capabilities, the ability to produce on demand at high speed, and the effective utilization of sales on platforms, Vietnamese sellers in the personalized gift industry will be well-suited to building distinctive brands and products with rich storytelling to connect directly with global consumers.

Source: https://znews.vn/hang-made-in-vietnam-xuat-khau-qua-amazon-tang-manh-post1656396.html