Inside an Amazon-China Seller Conference
Recently I had the opportunity to visit a Amazon‑China Seller Conference in Xiamen, China.
Compared to events that Amazon hosts for American sellers, such as Amazon Accelerate, this event was vastly different.
Each month, Amazon hosts recruitment events across China to attract Chinese factories and sellers onto its Global Selling platform. I recently attended one in Xiamen here’s what I discovered.
Why Amazon is Hosting These Events
Amazon relies heavily on Chinese sellers—they currently make up 60–70% of all third‑party accounts. At conferences like this, Amazon pitches directly to factory owners, aiming to shift their focus from domestic platforms (like Temu) to Amazon.
It’s part of a broader strategy from Amazon—they frequently host larger conferences throughout China in larger cities such as Shanghai (see the video from this conference as well).
How the Event Was Structured
The day-long event ran from 11 a.m. to about 6 p.m. with 200–300 attendees. As mentioned, this event is significantly smaller than other events which often host thousands, not hundreds, of sellers.
This conference featured:
- Booths offering services like listing optimization, legal registration in the U.S., and fulfillment consulting—priced well below Western equivalents.
- Staffed Amazon booths (Global Selling, Logistics, etc.) and local factory showcases.
- Speakers emphasizing branding—not just product selling—and promoting FBA as a turnkey solution for international expansion.
Superior Service Tailored for Chinese Attendees – And Free
Compared to Western Amazon events, Chinese participants received much more support: free attendance (versus paid events in North America), frequent regional events, and instant follow‑up via dedicated WeChat groups with China‑based Amazon reps. This direct access bypasses lengthy support chains typical in Western markets.
One important note as well, unlike Amazon Amazon accelerate, which typically costs between $500-$600 per ticket, this Amazon Seller conference was completely free, possibly showing where Amazon's priorities lie.
What This Means for Western Sellers
As more Chinese factories sell directly on Amazon, Western brands face a serious challenge: competing on price becomes almost impossible. While demonizing Chinese sellers or Amazon won’t solve this, it was a hot topic among Western entrepreneurs I spoke with.
The real edge lies in innovation: focus on unique product features, proprietary designs, or brand storytelling that can’t be replicated by low‑cost factory listings.
Key Takeaways for eCommerce Entrepreneurs
- Innovation > Price: Build a defensible brand with features Chinese factories can’t easily copy.
- Logistics is Amazon-driven: Chinese sellers benefit from Amazon’s freight tools—leverage similar efficiencies or alternatives.
- Service advantage: For Western sellers, offer superior customer experience, authentic branding, and niche positioning.
This aligns with our recent guide on building a compelling Amazon storefront—worth a look if you're shaping a unique brand narrative. (How to Create an Amazon Storefront)
Conclusion
Amazon’s China events are more than recruitment—they’re a strategic investment in dominant, low‑cost supply chains. For Western sellers, the challenge is clear: compete on value, not cost. Stand out with innovation, compelling branding, and standout service. That’s where the future lies.
Thanks for reading—would love to hear your experiences competing with factory-direct sellers.
