Hanoi: Amazon is no longer just an online sales channel, it is increasingly a bridge helping Vietnamese companies reach global consumers directly, shifting from contract manufacturing and production to building globally recognised brands. At the 2026 Cross-Border Summit themed 'Ready for Takeoff - Global Growth' run by Amazon Global Selling Vietnam in Ho Chi Minh City on June 2, numerous firms highlighted how cross-border e-commerce helps Vietnamese products expand into new markets, lift value, and strengthen brand recognition worldwide.

According to Vietnam News Agency, the summit served as a platform for Vietnamese businesses to explore the potential of cross-border e-commerce. Many companies expressed optimism about the opportunities that Amazon provides in terms of accessing international markets and building their brands on a global scale. The event underscored Amazon's evolving role in supporting Vietnamese exporters in transitioning from being mere producers to becoming brand developers.

Participants at the summit discussed strategies for leveraging Amazon's global reach to enhance their market presence and competitiveness. They emphasized the importance of tapping into Amazon's vast consumer base to not only increase sales but also to establish a strong brand identity that resonates with consumers around the world.