Amazon SEND Launches in Vietnam! See How Vietnam Transitions from a “Cost Haven” to an “Innovation Hub”！

Over the past period, our team conducted intensive visits to multiple industrial parks, from Hanoi to Ho Chi Minh City, engaging in in-depth discussions with dozens of Chinese sellers, factory owners, and supply chain managers. A highly consistent consensus, one still underestimated, is taking shape: Vietnam is no longer just the "backyard" of Chinese manufacturing, but has emerged as a key player in the global supply chain restructuring.

However, the vast majority of Chinese sellers are still applying the cost logic of the 1.0 era to navigate the supply chain competition of the 2.0 era.

Vietnam's role has already "changed" in 2026!
Five years ago, the driving force for Chinese enterprises moving to Vietnam was singular: cost anxiety. Lower labor costs, cheaper land, and the ability to bypass tariffs – it was a choice that required almost no second thought. But in 2026, we must face a reality: in the core manufacturing areas of Northern Vietnam, costs related to land, labor, management, and compliance have all increased significantly.

Across the numerous projects we investigated recently, businesses commonly reported:

• Land prices in core industrial parks are now notably higher than comparable parks in Central and Western China.
• The fully-loaded monthly cost per frontline worker, including benefits, continues to rise, while workforce stability remains a clear challenge.
• In terms of skill proficiency and organizational efficiency, there is still a gap compared to mature production lines in China.

In other words – if your only reason for coming to Vietnam in 2026 is cost reduction, you are likely to be disappointed.

So here's the question: With traditional cost advantages gradually eroding, why are Chinese enterprises continuing to increase their investment in Vietnam? As a supply chain service provider deeply rooted in Vietnam for years, we see the answer: Vietnam's "role" has evolved.

• It's no longer just a "China + 1" contingency option.
• Instead, it has become a critical node possessing three key attributes: a springboard for trade systems, a regional consumer market, and a geopolitical buffer zone.

This is precisely why the Vietnamese government has, in the last two years, emphasized "high-quality foreign investment," shifting policy focus from merely "attracting" investment to ensuring investors "stay and take root."

02 Prosperity and Hidden Reefs: An Incremental Market or a High-Risk One?
In our service experience, we see a starkly polarized trend. Leading enterprises are replicating their "system capabilities" in Vietnam, while small and medium-sized enterprises (SMEs) are bearing "structural pressure." Both are in electronics manufacturing, both in the Bac Ninh industrial zone, less than 5 kilometers apart:

• Company A – A key supplier for a consumer electronics giant – now ships a stable volume of daily containers from Hai Phong port. Their Supply Chain Director told us that from the factory floor to FBA warehouse receipt in the U.S., the entire supply chain is visualized, with ETA (Estimated Time of Arrival) margins measured in hours. During peak season, they don't need to maintain a dedicated "logistics order-chasing team."
• Company B – A precision component manufacturer relocated from Shenzhen – has a sheet of A4 paper taped to the wall in the owner's office, featuring the WeChat profiles of four freight forwarders. His daily routine involves switching between these four: asking for quotes, comparing prices, expediting shipments, reconciling accounts, and resolving disputes. "Last month, there was a shipment. The forwarder said the container was picked up. I believed them, but my warehouse waited a whole week and nothing arrived."

This isn't a gap in financial capital. Company B's equipment investment isn't necessarily less than Company A's, and its factory rent might even be higher.

This is a gap in supply chain capability. Company A manages logistics by "integrating with a system" – the SEND platform connects directly, with a single accountable entity. Company B manages logistics by "leveraging connections" – each shipment becomes a new negotiation, and each negotiation consumes management's energy and eats into inventory turnover. A solution like SEND serves as the 'infrastructure' that allows these companies to focus their energy on their core business.

In 2026, Vietnam is an incremental market for the strong, but a high-risk battlefield for the weak.

03 Why is Logistics in Vietnam So Unpredictable?
Traditional Vietnam first-mile logistics is a highly fragmented and pieced-together system:

• Vietnam Trucking Company – Handles transport from factory to port, often without system integration.
• Vietnam Customs Broker – Manages export clearance, with prices fluctuating based on policy.
• Shipping Line Agent – Handles the ocean freight segment; prioritizes major clients when space is tight.
• US Customs Broker – Manages import clearance.
• US Trucking Company – Handles final delivery to FBA warehouses.

Each segment operates with its own system, its own billing process, and its own customer service hotline. The seller is the sole connecting point and the ultimate party responsible for the entire chain.

This isn't a matter of a particular forwarder being unprofessional; it's a systemic flaw inherent to the industry.

04 Supply Chain Capability Matters More
From "Rushing Capacity" to "Building Capability"

The challenge in Vietnam's logistics has never been that "a specific link isn't good enough," but that you simply don't control the entire chain. The key to overcoming this isn't finding a better "connector" to piece it together, but rather to reassemble the fragmented pieces into a single, clear picture – to put the power to know and control the entire chain back in your hands.

The Value of Amazon SEND

Amazon SEND (Amazon Cross-border Shipping Partner Program) is more than just a logistics product. It's a supply chain operating system that seamlessly integrates the Vietnam node into Amazon's global network. From the factory floor to FBA receipt, it offers end-to-end tracking, a single responsible party, and full visibility. SEND operates on a "direct connection" model:

• Predictable Transit Time: Approximately 30+ days for sea freight + parcel delivery, approximately 35+ days for sea freight + LTL/FTL trucking. The system automatically matches options, eliminating manual booking.
• Transparent Costs: Leverages Amazon's collective pricing agreements with no hidden, temporary fees.
• Streamlined Operations: Manage everything end-to-end within Seller Central, eliminating the need to check with multiple parties.

This isn't just efficiency optimization; it's about transferring the right to know and control the logistics chain from the freight forwarder back to the seller.

Why Choose AMASS?

As the first Amazon SEND Vietnam station official carrier from China, we are often asked: "Why you?"

Because we didn't just arrive in Vietnam in 2026.

• 2019: While many logistics providers were still hesitating, AMASS established branches in Ho Chi Minh City and Hanoi, completing the infrastructure for localized teams and customs processes. The same year, we became an Amazon Vietnam SPN service provider.
• 2025: AMASS passed the audit to become the first Chinese logistics company to be certified as an Amazon SEND Vietnam station official carrier, commencing pilot operations.
• 2026: AMASS officially launched as the Amazon SEND Vietnam station official carrier.

Beyond this, leveraging seven years of deep local roots and a self-operated service network in Vietnam, AMASS provides Chinese sellers with more localized support and one-stop business enablement.

• Seamless Local Team Integration: Bilingual (Chinese-Vietnamese) customer service and operations teams with deep understanding of local customs policies and logistics practices, ensuring smooth communication and efficient exception handling.
• Vietnam Business Registration Consultation: Assistance with company establishment, tax registration, and other compliance procedures.
• Quick Amazon Vietnam Store Setup: Dedicated guidance and fast-track support to shorten the store opening cycle.
• Local Sourcing Assistance: Connect with high-quality Vietnamese suppliers to optimize procurement costs.
• "Unified Interface" for China-Vietnam Dual Manufacturing: Standardize service levels, enabling more controllable first-mile strategies and more efficient inventory management.

The Tangible Benefit for Sellers: Whether you're producing power tools in Northern Vietnam, assembling furniture in Binh Duong, or shipping textiles from Ho Chi Minh City, AMASS provides not just transportation, but the official interface that seamlessly integrates your "Vietnam supply chain node" into the "Amazon global logistics network."

Vietnam is becoming more complex, but also more worthy of long-term commitment.

• Its cost advantages are diminishing, but its strategic advantages are being unleashed.
• Its policy barriers are rising, but the space for compliant operators is expanding.
• Its logistics chain was once opaque, but the official SEND channel is becoming the new benchmark.

In this new arena that is no longer "gentle," competition based on supply chain capability is replacing low cost as the scarcest and most critical competitive advantage. What AMASS × Amazon SEND aims to deliver is precisely the ability to build certainty within this uncertainty for true long-term sellers.

05 AMASS Vietnam SEND
Fully Digitalized Operations

Leveraging deep integration with Amazon's Seller Central platform, the AMASS Vietnam SEND service enables fully digitalized operations. There's no need for additional account registration; it can be completed in just 5 steps, making it efficient and convenient:

1. Create FBA Shipment: Log in to Amazon Seller Central, navigate to the "Send to Amazon (STA)" workflow, select the ASINs you wish to ship, and create your FBA shipment.
2. Confirm Shipment Details: Verify key shipment information, including weight, dimensions, and destination FBA warehouse, completing the shipment creation process.
3. Select Shipping Service: Enter your local Vietnam pickup address (with coverage across all of Vietnam; door-to-door pickup is available). Under transportation mode, select "Ocean".
4. Choose Logistics Service Provider: From the list of Amazon-partnered carriers, directly select [AMASS] as the carrier. Confirm the shipment date and transportation mode (sea freight + parcel delivery / sea freight + LTL/FTL trucking).
5. Real-time Shipment Tracking: Once the shipment is submitted, you can track its status in real-time within Seller Central. Key milestones such as pickup, departure, customs clearance, and warehouse receipt will be pushed in real-time, ensuring full transparency throughout the process.

🚩 Act Now to Seize the Vietnam Cross-Border Growth Opportunity
As the first Chinese logistics company certified as an Amazon SEND Vietnam station official carrier, AMASS is committed to deepening its service capabilities. With reliable performance and transparent cost structures, we empower you to capitalize on the Vietnam manufacturing advantage.

📞 For specific pricing or operational details, please contact your AMASS sales representative, or scan the QR code below to secure dedicated service! You can also log in to Amazon Seller Central and select [AMASS] from the SEND carrier list to get started.

Let AMASS safeguard your journey. Scan the QR code to add our customer service and contact the AMASS team for a customized logistics solution.