On December 5, 2025, the Amazon Global Opportunities and Expansion Media Forum was held at the Hangzhou International Expo Center. Zhang Qi, vice president of Amazon China, disclosed at the forum that the current global perception of Chinese sellers has undergone a fundamental change - global layout is no longer an "option" for enterprises to develop to a certain stage, but a "must" to achieve sustainable growth.

Its core demands focus on three aspects: establishing a scientific ROI evaluation framework for new sites to reduce trial and error costs; Solve compliance problems in different markets,

building long-term competitiveness; and gaining precise insights into the demands of emerging markets to achieve the transformation from "product replication" to "demand matching".

Growth opportunities and core support for Amazon's European site:

European station: 100 billion market + cost reduction, compliance and logistics double guarantee As the world's third largest e-commerce market, Europe has more than 400 million online consumers.

E-commerce sales will exceed $700 billion in 2026. Amazon has been in Europe for 26 years, with 6 out of 10 sites ranked among the most popular local electricity stations Among the commercial brands.

Core opportunities: The largest fee reduction in history will be implemented in 2026, covering key categories such as low-priced goods logistics fees, clothing accessories, and household goods.

Sales commission feature support: "European Rapid Expansion Plan" realizes one-click cross-site listing, "PanEU" relies on more than 80 fulfillment centers to achieve efficient inventory management, and "Seller Services Marketplace" provides VAT, EPR and other compliance solutions.

How to quickly adjust market strategies, accurately position products, and achieve brand independence has become an urgent task for Chinese small and medium-sized sellers to quickly adjust their market strategies according to the needs of the European market, and in view of the international geopolitical turmoil, how to rely on local resources to quickly fight their own path in the highly competitive market is the choice faced by every Chinese businessman.