On 10 june 2026, the amazon overseas purchase announced that its annual summer season would be marked by the return of the “hare festival” from 23 to 27 june. On the occasion of the first anniversary, amazon's offshore acquisition of the "hare fair" fast-flash shop, which appeared from 10 to 11 june in a narrow alley, focused on star-blowing and small-scale items covering outdoors, electronics, cosmetics, health and home affairs. At the same time, the amazon overseas purchase formally launched the community dynamics program, where the first stop was dedicated to the presence of community leaders in the field of outdoor sports and lifestyles, using the “light movement x outdoor lifestyle” as an entry point, in-depthly experiencing the intensity of the exclusive discounts for the vast selection of sports outdoors and the “sea break” and opening up a new exploration from the online to the bottom-line life scene。
“as part of the summer season designed specifically for chinese consumers, iwakawa lee, the head of amazon's overseas purchases of asia-pacific and china operations, is committed to freeing consumers of diverse lifestyles with good goods, overvalues and efficient logistics services. With the beginning of the global sports supercycle, the football boom brought about by the world cup will also ignite the summer. It is our hope that this movement will be used to bring more global good to consumers in a more immersive and relaxed way, so that "sea break" will be an inspiration for the opening of hot summers."
Ai-enabled customer experience upgrades to lower cross-border shopping information thresholds
Captain captain selly, the amazon overseas purchase brand ip, which was launched in china in 2025 to accompany chinese users in the search for global good, in an interesting and interesting way, as a “chief fishing officer”. Through agenic ai, captain sally evolved from a brand image to an intelligent referee with "selection wisdom" - it provides real-time access to sales, browsing and adding data from the amazon global site, multi-dimensional construction of heat-sellers, precision recognition of trend explosives, high value for money substitution and associated good surroundings. Moreover, ai automatically produces product references and scenery content that match the preferences of chinese consumers, so that each recommendation is supported and warm。
At the same time, amazon purchases overseas using agenic ai to re-engineer the foreign commodity detail pages. The system is based on an in-depth insight into chinese consumer browsing habits and semantic intentions. It automatically generates indigenous commodity pages, covering key modules such as commodity titles, core outlets, use of scenes and specification parameters, and optimizes content from a consumer perspective. For example, the translation of the usual product description from overseas into a more familiar expression logic for chinese consumers, highlighting the efficacy, composition or application of the local user's greatest concern, enables chinese consumers to understand overseas goods more intuitively and accurately, and effectively lowers the information threshold for cross-border purchases。
Tridimensional selection, launch of the global heart mark top 50
The amazon overseas buys the "top 50 list of global heart brands" during the "hare festival". For the first time, amazon overseas purchases were trifled with consumer selection intentions, global media trend insight and preference, resulting in 50 brands with both “global heat” and “time-to-time” brands from big international. The “top 50 list” includes the british sound brand marshall marshall, the smart movement brand garmin, the top-end cooking brand hansgrohe hansgerya, the internationally known make-up brand l'oréal paris, the skin science brand cerave saliva, the high-end nutrition brand smartpants, and the classic dress brand hugo bos hugo boss, among others, which offer chinese consumers global good goods across the board and summer ice。
The first anniversary of the upgrade of the import supermarket and the re-enrichment of the good everyday items
The amazon offshore “import supermarket” channel was officially launched during the “hare break” in 2025, focusing on the “day-to-day buy” high-volume buy-back scenario, providing chinese households with one-stop imported daily consumption solutions at over-value prices and a rich selection. Over the course of the year, the “import supermarket” has continued to plow its daily consumption landscape, achieving a comprehensive breakthrough in the three dimensions of choice, product coverage and brand abundance, cumulatively adding nearly 800,000 imports, adding more than 10,000 items a year, covering more than 40 hot imports such as cosmetics, mother-and-child food, kitchen appliances, pets, carpentry tools, and over 10,000 brand names, providing consumers with more choice for daily high-frequency imports。
The return of the “facilities of the sea” has brought 2 million overseas commodities to life
More than 30,000 brands, 2 million commodities and millions of new global products will be on line this year. A lot of star and human brands are coming in with new 2026. In addition, more small collections of brands will be assembled to provide consumers with exclusive overseas discovery tours. This year, the logo of the sea fair will be launched again. It consists of a direct drop in overseas amazon sites and a direct drop in overseas amazon purchases, with the page showing the final good price, with no billing, no complicated calculations, no advance sales for the entire cycle, and a billing at any time and at any price. Newly registered users enjoy a 300 minus $20 discount and zero threshold international exemption。
Upstream news, mark
