跨境电商动态】三则重大行业资讯速览
发布日期：2026年5月13日
亚马逊、LinkedIn、TikTok Shop近日密集发布新动态，涉及物流、广告、平台政策三大关键领域。现整理汇总如下：
亚马逊推出供应链服务（ASCS），物流网络向全行业开放
2026年5月4日，亚马逊正式宣布推出亚马逊供应链服务（Amazon Supply Chain Services，简称ASCS），将其覆盖全球的货运、仓储、分销、订单履约及末端配送全链路能力，面向各行业、各规模企业全面开放，标志着亚马逊物流能力从服务自有零售与平台卖家，正式迈入市场化第三方供应链服务新阶段。
与亚马逊此前仅面向平台卖家的物流服务不同，ASCS全面开放至零售、制造、医疗健康、汽车等全行业主体，无论是否在亚马逊平台开展销售，均可通过官方控制台按需选购、组合服务，大幅降低企业全球供应链管理门槛。该服务整合了亚马逊数十年构建的全球化物流基础设施与智能供应链技术，提供一站式端到端供应链解决方案，覆盖国际海运、空运、陆运与铁路货运、跨境清关、仓储分拨、多渠道订单履约、末端包裹配送等全流程环节。依托全球配送中心网络、超8万辆拖车、2.4万个多式联运集装箱及百余架货运飞机组成的运力体系，该服务可提供2至5日可预测配送与7天无休配送服务，并通过AI需求预测与统一库存池管理，提升企业库存准确率与运营灵活性。
目前，宝洁、3M、Lands‘ End、美鹰傲飞等品牌已成为首批合作客户，分别在原材料运输、全球分销、多渠道订单履约等场景落地应用。亚马逊供应链服务副总裁Peter Larsen表示，亚马逊将自身验证成熟的供应链基础设施、智能技术与规模化优势对外输出，如同AWS为市场提供云计算服务，ASCS致力于为全球企业提供高效、可靠、低成本的供应链支持，助力企业优化成本、提升履约体验。
亚马逊广告与LinkedIn合作，通过DSP实现B2B流媒体电视精准触达
2026年5月7日，亚马逊广告与LinkedIn近日联合宣布，广告主现可通过亚马逊DSP平台，借助LinkedIn的联网电视（CTV）广告触达职场专业受众。该解决方案借助Microsoft Monetize，将LinkedIn超过十亿会员的第一方受众数据信号（涵盖职位、行业及资历等信息）精准引入流媒体电视广告库存中。美国广告主可通过亚马逊DSP进行交易型购买，在优质流媒体电视频道中大规模触达B2B受众。
对于已经在使用亚马逊DSP来规划、购买并优化跨流媒体电视、展示广告、在线视频和音频的全渠道广告活动的营销人员而言，该解决方案为CTV广告活动新增了此前无法使用的LinkedIn定向能力。广告主现在可以灵活地在同一个广告活动中，同时激活LinkedIn广告在CTV上的受众和亚马逊消费者，而无需分散其媒介采购。
亚马逊广告全渠道广告库存来源总监Chris Conetta表示：“广告主正在亚马逊DSP上构建全渠道方案，他们希望有更多途径来触达对其品牌最重要的受众。”“通过将LinkedIn的受众与流媒体电视的规模和影响力相结合，广告主现在有机会在通过亚马逊DSP进行采购时，同时触达B2B受众和亚马逊消费者。”LinkedIn全球广告代理商与视频解决方案高级总监David Roter指出：“B2B营销人员期望能在目标受众常驻的场景中精准触达决策层，而流媒体电视正是构建这一营销矩阵的核心要素。”“此次与亚马逊DSP的合作，拓展了广告主购买LinkedIn CTV广告的方式，同时仍然能够触达最重要的买家，从而大规模实现可衡量的业务成果。”
该解决方案进一步扩大了亚马逊广告与Microsoft之间的合作。此前，亚马逊DSP已被指定为Microsoft Invest客户的首选过渡合作伙伴，而Microsoft Monetize也已成为亚马逊广告认证广告库存来源交换计划中的首选供应方合作伙伴。
TikTok Shop东南亚推出“亿元直通车”计划
2026年5月11日，TikTok Shop东南亚官方账号发布公告，正式推出针对国内外电商平台成熟大型卖家的“亿元直通车”计划，面向未入驻TikTok Shop东南亚、但拥有第三方主流电商平台运营经验的商家展开定向招募。
公告显示，招募对象需满足以下条件之一：在抖音、淘宝、天猫、拼多多、快手或京东平台，全年销售额达2500万元人民币及以上；或在Shopee、Lazada、Amazon、Temu以及TikTok Shop美区平台，全年销售额达800万元人民币及以上。
符合条件的重点商家将获得平台提供的八项专属权益：
该计划基于此前“亿级领跑团”专项计划取得的良好成效。数据显示，2025年参与JBP项目的商家中，超过半数首次实现销售额亿元级突破，平均年增速超过150%。此次升级旨在进一步吸引腰部及以上成熟大卖入驻，为商家提供可预期的资源保障和经营确定性。此前，TikTok Shop东南亚跨境电商已明确了2026年“驱动高质量增长”与“建设可持续生态”两大核心方向，推进类目放开、优化准入与治理规则、打造下一代跨境履约新模式。
【Cross-border Ecommerce News】Three Major Industry Updates
Date: May 13, 2026
Amazon, LinkedIn and TikTok Shop have recently announced major new developments spanning logistics, advertising and platform policies. Key updates are summarized below. **
Amazon Launches Supply Chain Services (ASCS), Opens Logistics Network to All Industries
On May 4, 2026, Amazon officially announced the launch of Amazon Supply Chain Services (ASCS), opening its full portfolio of freight, distribution, fulfillment and parcel shipping capabilities to businesses of all types and sizes. This marks Amazon‘s logistics capacity evolving from serving only its own retail and platform sellers to a fully-fledged third-party supply chain service provider.
Unlike Amazon’s previous logistics services which were only available to Amazon sellers, ASCS is open to all industries including retail, manufacturing, healthcare and automotive. Businesses can access on-demand services through an official control console regardless of whether they sell on Amazon‘s marketplace, significantly lowering the global supply chain management threshold. The service integrates Amazon’s decades-built global logistics infrastructure and intelligent supply chain technology, providing an end-to-end supply chain solution covering international ocean, air, ground and rail freight, cross-border customs clearance, warehousing and distribution, multi-channel order fulfillment, and parcel delivery.
Leveraging a global fulfillment network of over 80,000 trailers, 24,000 intermodal containers and more than 100 cargo aircraft, the service offers predictable 2-to-5-day delivery and 7-day-a-week shipping capabilities, while using AI demand forecasting and unified inventory pools to improve inventory accuracy and operational flexibility.
Leading brands including Procter & Gamble, 3M, Lands‘ End and American Eagle Outfitters are among the first customers, applying ASCS across raw material transportation, global distribution and multi-channel order fulfillment. Peter Larsen, Vice President of Amazon Supply Chain Services, stated that Amazon is bringing the infrastructure, intelligence and scale of its supply chain services to businesses everywhere, much like Amazon Web Services did for cloud computing, committed to providing efficient, reliable and low-cost supply chain support. **
Amazon Ads Partners with LinkedIn to Enable Programmatic CTV Ad Buying for B2B Audiences
On May 7, 2026, Amazon Ads and LinkedIn jointly announced a strategic collaboration enabling advertisers to reach professional audiences through LinkedIn’s Connected TV (CTV) ads via Amazon DSP. The solution uses Microsoft Monetize to integrate LinkedIn‘s first-party audience signals from over one billion members, including job title, industry and seniority, into streaming TV ad inventory. U.S. advertisers can now execute deal-based buying through Amazon DSP, reaching B2B audiences at scale across premium streaming TV channels.
For marketers already using Amazon DSP to plan, buy and optimize omnichannel campaigns spanning streaming TV, display, online video and audio, this solution adds previously unavailable LinkedIn targeting capabilities to CTV campaigns. Advertisers can now activate LinkedIn CTV audiences alongside Amazon consumer audiences within a single campaign, without fragmenting media buys.
Chris Conetta, Director of Omnichannel Supply at Amazon Ads, noted: “Advertisers building omnichannel solutions in Amazon DSP want more ways to reach the audiences most important to their brands. By combining LinkedIn‘s audiences with the scale and impact of streaming TV, advertisers now have the opportunity to reach B2B audiences alongside Amazon audiences through their Amazon DSP buys.” David Roter, Senior Director of Global Agencies and Video Solutions at LinkedIn, added: “B2B marketers want to reach decision-makers where they’re spending time, and streaming TV is an essential part of that mix. This collaboration with Amazon DSP expands how advertisers can buy LinkedIn CTV Ads, while still reaching the buyers that matter most to deliver measurable business outcomes at scale.”
The collaboration expands Amazon Ads‘ existing partnership with Microsoft, under which Amazon DSP was designated the preferred transition partner for Microsoft Invest customers, and Microsoft Monetize became the preferred supply-side partner in the Amazon Ads Certified Supply Exchange program. **
TikTok Shop Southeast Asia Launches “Billion RMB Fast Track” Program
On May 11, 2026, TikTok Shop Southeast Asia officially announced the launch of its “Billion RMB Fast Track” program, specifically targeting established large sellers with proven track records on major e-commerce platforms. The program aims to recruit sellers with experience on other mainstream e-commerce platforms who have not yet joined TikTok Shop Southeast Asia.
According to the announcement, eligible sellers must meet at least one of the following criteria: annual sales of RMB 25 million or above on Douyin, Taobao, Tmall, Pinduoduo, Kuaishou or JD.com; or annual sales of RMB 8 million or above on Shopee, Lazada, Amazon, Temu, or TikTok Shop US.
Successful applicants will receive eight exclusive benefits:
New Seller Incentive: Up to 120 days of commission waiver
Product Subsidy: Up to US$15,000 in monthly product rebates
Advertising Credit: Up to US$10,000 in monthly ad credits
Fulfillment Support: Flexible logistics options (cross-border direct shipping, local warehouse fulfillment, multi-warehouse models)
Operations Acceleration: Dedicated account manager for one-on-one support
Expedited Breakthrough: Early release from new seller order caps
Governance Protection: Operational compliance support
Creator Ecosystem: Priority access to creator resources during peak promotional events
The program builds on the positive results achieved by the earlier “Billion RMB Leaders Club.” Data shows that among merchants participating in the JBP program in 2025, more than half achieved one-billion RMB sales for the first time, with average annual growth exceeding 150%. This upgrade aims to further attract mid-to-large established sellers, providing them with predictable resource guarantees and operational certainty. TikTok Shop Southeast Asia previously outlined its two strategic directions for 2026: “driving high-quality growth” and “building a sustainable ecosystem,” including category expansion, optimized access and governance rules, and next-generation cross-border fulfillment models.
