Last week, at the invitation of the amazon brands, they participated in their summer event at the “hare fair” in chengdu. There are two attractive points:
One is the city of chengdu, which is also very consuming, and it's the first time it's landed in an ancient, narrow alley, and it's the first time that amazon has bought a sea fair abroad。
The second concerns the offshore purchase of the amazon as a cross-border shopping platform, and what the core competitive advantage is。
The amazon overseas purchase is a direct cross-border mail shopping platform created by the amazon for chinese consumers. It is part of the amazon's global electricity system, which entered china in 2014. In november 2024, the official overseas flag shop of the east asian amazon in kyoto officially came online。
Amazon purchases overseas are part of the amazon's global electricity provider system, which was created by the amazon for chinese consumers, and entered china in 2014, and in november 2024, the amazon's official overseas flag shop entered kyoto。
In july 2025, the summer event “hail festival” was launched and the first was held in belo park, beijing, which used to be a coffee shop. The first event was also attended at the invitation of the brands, and their ip image was accompanied by a blue sea-fluffed toy。
In chengdu this year, the event was a live display of live outdoors, electronics, make-up, health, and home-based products, all of which were imported goods, “sea pap” with more than 30,000 brands and 2 million commodities, an increase of 1 million over last year’s discounts. On june 23-27, the event time of the “hare festival” was 30% off the discount for some commodities。
At the flash shop site, the director of amazon overseas purchases of asia and the pacific and china, li iwakawa, shared about an hour of content, and i have sorted out the following, which i believe is the core competitive advantage of amazon overseas purchases:
One, why chengdu
According to amazon overseas purchases, sales from sichuan grew by more than 10 per cent, one of the fastest growing cities in the front line。
2. The selected products on the website are purchased directly from the sites of the countries concerned in the amazon, and nearly 10 million commodities come from maya and deia, so it's an original aquarium. This year, deja's commodities came on line for a "sea break" so that consumers could buy many goods from germany。
3. The amazon offshore purchase website has a large number of businesses that have been working on products for centuries. For example, roc's capsules; teva, which designed the world's first sport sandals; stanley (stanley), the american pot product brand, dating back to 1913, and the tool brand, which began in 1843, etc。
4 the website has many small brands that are not available in the categories of imported goods such as kyoto. For example, hydro flusk, the united states outdoor warm cup brand; mary frances, the united states handmade bead bags and accessories in san francisco; philosophy (natural philosophy), the united states make-up brand; and glamglow, the spectrum spectrum, created in 2010 by the american couple glenn dellimore and shannon dellimore, based in hollywood, united states。
5 as of june 2026, amazones had surpassed wal-mart in size to become the first global payout company, with obvious marketing, supply chain, warehousing, logistics advantages behind it. The goods of the “sea break” are shipped in advance of ningbo, logistics is up to 2 days, and some of the selected items support smooth mail and arrive as soon as 16 hours。
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。
In addition, it is worth mentioning that the amazon offshore “import supermarket” channel was officially launched in 2025, focusing mainly on the “day-to-day buy” high-purchase consumption scene。
Over the past year, "import supermarkets" have accumulated nearly 800,000 imports, adding more than 10,000 in one year, covering over 40 popular imports such as cosmetics, mother-and-child food, kitchen appliances, pets, and carboreals, with 10,000 brands selected。
