亚马逊于7月启动"标杆新卖家孵化计划"，面向符合条件的中国企业提供系统性扶持 1。该计划为参与企业配备专属品类专家，并提供最高75万美元的资源支持 1，目标到2029年培养2000个销售额突破亿元的优质品牌 1。
该孵化计划针对代工厂转型、国内老品牌出海和科创公司等三类企业的不同发展瓶颈，通过参与商业决策和开放平台积累，帮助新品牌化解海外市场中的信任与认知双重缺口 1。
中国卖家在亚马逊平台的增长势头明显 1。2025年中国卖家数量首次超过亚马逊全球活跃卖家的一半 1，而销售规模超过1000万美金的中国卖家增幅近30% 1。
在这一扶持生态下，多个中国品牌已取得显著成效 1。爱仕达旗下的Chef Power在黑五购物节的10天内销售额突破百万美金 1，Beatbot入驻一年实现销售额4.5亿元 1，而ELEGOO的打印机产品在未投放广告的情况下，自然搜索流量突破8万次 1。
Amazon has unveiled a "Landmark New Seller Incubation Program" designed to support emerging Chinese enterprises in establishing themselves as global brands 1. The initiative, announced in July, provides qualifying companies with dedicated category experts and up to 750,000 US dollars in resource support 1.
The program targets three categories of enterprises with distinct challenges: manufacturing companies transitioning to brand ownership, established domestic brands expanding internationally, and technology-driven startups 1. By offering access to commercial decision-making participation and leveraging the platform's accumulated knowledge, Amazon aims to help these new brands bridge the twin gaps of trust and brand recognition in overseas markets 1.
Amazon has set an ambitious goal to cultivate 2,000 premium brands exceeding one billion yuan in annual sales by 2029 1. This strategy reflects the platform's deepening commitment to the Chinese seller ecosystem. Chinese merchants now represent more than half of all active sellers on Amazon globally as of 2025, marking the first time they have surpassed this threshold 1. Among this cohort, the number of Chinese sellers generating over 10 million US dollars in annual sales has grown by nearly 30 percent 1.
Early results demonstrate the program's potential. Chef Power, a brand under the Aishida umbrella, achieved over one million US dollars in sales during a ten-day Black Friday campaign 1. Beatbot surpassed 450 million yuan in sales within a year of joining the platform 1. ELEGOO's 3D printer line generated 80,000 organic search impressions without paid advertising investment 1.
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