亚马逊推出“拉美速通计划” 重点扶持3000个品牌深耕巴西和墨西哥

韩笑 2026-07-01 15:28

韩笑 2026/07/01 15:28

邦小白快读

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本文核心信息是亚马逊全球开店推出面向中国品牌的“拉美速通计划”，助力中国品牌进入巴西、墨西哥市场，整理核心干货如下：

1. 计划基本规则：目标在2026年内扶持3000个有长期投入意愿的中国品牌，没有设置硬性门槛，平台更看重卖家长期深耕的决心、产品品牌竞争力以及投入能力；

2. 可享受的扶持内容：包含巴西本土公司注册协助、墨西哥RFC税号优化方案，最高12000美元注册补贴、物流费用减免，还有客户经理全程陪跑，一站式解决合规、税务、物流、运营难题；

3. 市场整体情况：拉美是全球电商增速最快的区域之一，巴西和墨西哥处于高速增长阶段，中国卖家在该市场增长势头强劲，多个品类有明显优势。

本文透露拉美电商的最新发展机遇，以及亚马逊针对中国出海品牌的扶持政策，适合想要布局拉美的品牌参考，核心干货如下：

1. 消费趋势与品类机会：拉美电商处于高速增长期，电脑及电子配件、工具五金、家居厨房是三大高增长赛道；随着远程办公、游戏产业崛起，紧凑型住宅兴起，键盘、耳机、网络设备、智能家居、小型家电等品类涌现新需求，当地消费者认可中国创新产品与品牌；

2. 渠道扶持政策：亚马逊推出“拉美速通计划”，针对有意长期深耕的品牌提供一站式本土化拓展服务，解决合规税务难题，给出现金补贴与物流优惠，降低出海门槛；

3. 行业参考：安克、绿联、泡泡玛特等头部及新兴出海品牌都在加速布局拉美，已有大量中国品牌拿到亮眼增长成绩，可参考头部品牌的布局节奏。

本文带来亚马逊最新的拉美出海扶持政策与市场机会，对有意拓展拉美市场的中国卖家干货信息如下：

1. 最新政策利好：亚马逊“拉美速通计划”面向3000个有长期投入意愿的中国卖家开放，无硬性准入门槛，提供巴西中方控股本土公司注册协助、优化墨西哥RFC税号解决方案，最高12000美元补贴，其中含6000美元RFC注册补贴，还有物流费用减免、客户经理全程陪跑；

2. 市场增长机会：拉美是全球电商增速最快的区域，巴西、墨西哥电商高速增长，2026年一季度新入站中国卖家销售额达去年同期2倍，墨西哥大促期间新卖家销售额达到去年同期4倍，年销超百万美元的中国卖家数量两年接近翻番；

3. 灵活发货选择：除FBA和自发货外，可选择升级后的北美远程配送，无需注册当地税号，直接用美国FBA库存发货，配送时效已优化至墨西哥1-7天、巴西平均10天。

本文披露拉美电商的蓝海机会与产品需求，对想要拓展市场、转型出海的中国工厂干货内容如下：

1. 生产设计需求方向：拉美电商处于高速增长阶段，目前电脑及电子配件、工具五金、家居厨房是三大高增长赛道；新兴需求正在崛起，远程办公、游戏产业发展、紧凑型住宅兴起，带动键盘、耳机、网络设备、智能家居、小型家电的需求增长，工厂可对应调整生产与研发设计方向；

2. 商业拓展机会：亚马逊推出的“拉美速通计划”解决了工厂出海最头疼的合规、税务、物流门槛问题，提供补贴与专人陪跑服务，降低了工厂做自有品牌出海的门槛，适合工厂开辟新的增长渠道；

3. 数字化出海启示：亚马逊在巴西、墨西哥已经布局了完善的物流基础设施，中国工厂的产品本身具备供应链优势，依托平台资源可以快速切入拉美市场，转型做电商出海是可行的增长方向。

本文透露中国出海拉美的最新行业动向，以及卖家的核心痛点，对服务跨境出海的服务商干货内容如下：

1. 行业发展趋势：拉美是当前全球电商增速最快的区域，越来越多中国品牌、卖家加速布局巴西、墨西哥市场，中国卖家在拉美市场的业务规模快速增长，对应出海配套服务的需求会持续提升，赛道增长空间大；

2. 客户核心痛点：拉美市场入门门槛高，巴西作为“万税之国”强制要求本土公司资质与对应税号，墨西哥2026年启动新税改，没有合规RFC税号会被代扣高额税费，卖家普遍面临合规、税务、物流、运营多重入门难题；

3. 业务机会方向：亚马逊已经推出了入门端的一站式扶持方案，服务商可结合平台政策，针对卖家后续本土化运营、全渠道零售、社交媒体营销等需求提供配套服务，把握出海拉美浪潮的业务增量。

本文介绍了亚马逊针对拉美新兴市场的最新招商运营策略，对布局跨境出海业务的其他平台干货参考内容如下：

1. 商家对平台的核心需求：中国卖家出海拉美，核心痛点是合规、税务、物流、运营的入门门槛高，商家需要平台提供适配目标市场监管要求的一站式配套解决方案，帮助降低出海门槛，因此平台的政策设计需要贴合商家核心痛点；

2. 亚马逊的最新运营做法：推出“拉美速通计划”，定向招募3000个有长期投入意愿的品牌，不设置硬性准入门槛，侧重筛选长期深耕的优质商家，提供从注册、税务、补贴、物流到专人服务的一站式扶持，还升级了北美远程配送服务优化时效，下调FBA配送费用降低卖家成本；

3. 运营参考：深耕核心市场提前布局完善物流基础设施，针对不同卖家需求提供多元发货方案，定向扶持长期经营的优质品牌，该策略已经验证了有效性，中国卖家的增长数据表现亮眼。

本文反映了中国跨境出海行业的最新动向，以及跨境电商平台的新策略，对产业研究的干货内容如下：

1. 产业新动向：当前中国出海品牌正在从欧美成熟市场进一步向拉美新兴市场延伸，拉美电商已经进入高速增长阶段，中国卖家在拉美保持强劲增长势头，年销超百万美元的中国卖家数量两年接近翻番，安克、泡泡玛特等头部和新兴品牌都在加速布局，中国产品凭借供应链优势获得当地消费者认可；

2. 平台新商业模式：亚马逊针对拉美新兴市场高门槛的特点，推出定向扶持的一站式出海计划，通过提供合规协助、税务解决方案、现金补贴、物流优惠等服务，吸引优质长期品牌入驻，既解决了卖家痛点，也充实了平台优质供给，实现供需双方双赢；

3. 行业待解问题：新兴市场普遍存在合规税务门槛高的问题，巴西的强监管要求、墨西哥的新税改都对出海卖家提出新挑战，如何适配不同新兴市场的监管要求，是未来跨境出海行业值得研究的重要方向。

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Quick Summary

This article introduces Amazon Global Selling's new "Latam SpeedUp Program" for Chinese brands, which helps domestic brands enter the Brazilian and Mexican markets. Key takeaways are as follows:

1. Program basics: The initiative aims to support 3,000 Chinese brands with long-term expansion plans by 2026. It sets no hard entry thresholds, and prioritizes sellers' long-term commitment, product and brand competitiveness, and financial capacity over rigid requirements.

2. Available support: Benefits include assistance with local company registration in Brazil, an optimized tax solution for Mexico RFC IDs, up to $12,000 in registration subsidies, discounted logistics fees, and dedicated account managers to provide end-to-end support for compliance, taxation, logistics, and operations.

3. Market overview: Latin America is one of the fastest-growing e-commerce regions globally, with Brazil and Mexico seeing particularly rapid expansion. Chinese sellers are already posting strong growth in this market, and multiple product categories hold clear competitive advantages for Chinese brands.

This article outlines the latest growth opportunities in Latin American e-commerce and Amazon's supporting policies for Chinese cross-border brands, a useful reference for brands planning to enter the region. Key takeaways are as follows:

1. Consumer trends and category opportunities: Latin American e-commerce is in a period of rapid growth, with computer and electronics accessories, tools and hardware, and home and kitchen emerging as the three fastest-growing categories. Tailwinds from remote work, the booming gaming industry, and the rise of compact housing have driven new demand for keyboards, headphones, networking devices, smart home products, and small appliances. Local consumers widely recognize Chinese innovative products and brands.

2. Channel support policies: Amazon has launched the "Latam SpeedUp Program," which provides one-stop localized expansion services for brands committed to long-term operation in the region. The program solves core pain points around compliance and taxation, offers cash subsidies and logistics discounts, and lowers the barrier to market entry.

3. Industry reference: Leading and emerging Chinese cross-border brands including Anker, Ugreen, and Pop Mart are all accelerating their布局 in Latin America. A large number of Chinese brands have already delivered strong growth in the market, and their expansion pace can serve as a reference for new entrants.

This article shares Amazon's latest support policies and market opportunities for Chinese sellers expanding into Latin America. Key takeaways for sellers eyeing the region are as follows:

1. Latest policy incentives: The "Latam SpeedUp Program" is open to 3,000 Chinese sellers with long-term expansion plans, with no hard entry thresholds. It offers assistance with registering a Chinese-controlled local company in Brazil, an optimized RFC ID solution for Mexico, up to $12,000 in total subsidies (including $6,000 specifically for RFC registration), discounted logistics fees, and dedicated end-to-end account management support.

2. Market growth opportunities: Latin America is the fastest-growing e-commerce region in the world, with Brazil and Mexico posting particularly rapid expansion. In the first quarter of 2026, sales for newly launched Chinese sellers hit twice the level of the same period a year earlier. During Mexico's major promotion events, new seller sales reached four times the year-ago level, and the number of Chinese sellers with annual sales exceeding $1 million has nearly doubled in two years.

3. Flexible fulfillment options: In addition to FBA and self-fulfillment, sellers can use the upgraded North America Remote Fulfillment service, which allows shipping directly from US FBA inventory without requiring a local tax ID. Delivery times have been optimized to 1-7 days for Mexico and an average of 10 days for Brazil.

This article covers the untapped opportunities and product demand in Latin American e-commerce, tailored for Chinese factories looking to expand into new markets and transition to cross-border branding. Key takeaways are as follows:

1. Product and R&D direction: Latin American e-commerce is growing rapidly, with computer and electronics accessories, tools and hardware, and home and kitchen as the three top growth categories. New demand is emerging from tailwinds including remote work, the gaming boom, and the rise of compact housing, driving higher demand for keyboards, headphones, networking devices, smart home products, and small appliances. Factories can adjust their production and R&D strategies to align with these trends.

2. Business expansion opportunities: Amazon's "Latam SpeedUp Program" solves the core pain points that trouble factories most when expanding overseas: compliance, taxation, and logistics barriers. It provides subsidies and dedicated end-to-end support, lowering the barrier for factories to launch their own brands internationally, making it an ideal channel to drive new growth.

3. Insights for digital cross-border expansion: Amazon has already built a complete logistics infrastructure in Brazil and Mexico. Chinese factories hold inherent advantages in supply chains, and can quickly enter the Latin American market by leveraging the platform's resources. Transitioning to cross-border e-commerce is a viable path to drive new growth.

This article outlines the latest industry trends for Chinese companies expanding into Latin America, and the core pain points facing sellers, which is valuable reference for cross-border service providers. Key takeaways are as follows:

1. Industry development trends: Latin America is currently the fastest-growing e-commerce region globally, and a growing number of Chinese brands and sellers are accelerating their entry into the Brazilian and Mexican markets. As Chinese sellers' business scale in the region expands rapidly, demand for supporting cross-border services will continue to rise, creating large growth potential for the service sector.

2. Core pain points for clients: The entry barrier for the Latin American market is high. Brazil, known as a "country of heavy taxation," requires mandatory local company registration and corresponding tax IDs. Mexico will launch new tax reforms in 2026, and sellers without compliant RFC IDs will face high tax withholding. Most sellers struggle with multiple entry barriers around compliance, taxation, logistics, and operations.

3. Business opportunity direction: Amazon has launched a one-stop entry-level support program for sellers. Service providers can align with the platform's policies, and develop complementary services to address sellers' downstream needs around localized operation, omnichannel retail, and social media marketing, to capture growth from the wave of Chinese expansion into Latin America.

This article introduces Amazon's latest recruitment and operation strategy for the emerging Latin American market, which is a useful reference for other platforms building cross-border e-commerce businesses. Key takeaways are as follows:

1. Core demands from sellers: For Chinese sellers expanding into Latin America, the core pain points are high entry barriers related to compliance, taxation, logistics, and operations. Sellers require platforms to provide one-stop supporting solutions that meet local regulatory requirements to lower entry costs. Therefore, platform policy design must directly address sellers' core pain points.

2. Amazon's latest operational moves: The company has launched the "Latam SpeedUp Program", which targets 3,000 brands with long-term expansion plans. It sets no hard entry thresholds, and prioritizes screening high-quality sellers committed to long-term operation. It provides one-stop support covering registration, taxation, subsidies, logistics and dedicated account management, and has also upgraded the North America Remote Fulfillment service to improve delivery speed and cut FBA fees to reduce seller costs.

3. Operational reference: Amazon's strategy of深耕 core markets, building logistics infrastructure in advance, offering multiple fulfillment options to meet different seller needs, and providing targeted support for high-quality long-term brands has already proven effective, with strong growth delivered by Chinese sellers on the platform.

This article outlines the latest trends in China's cross-border e-commerce industry and new strategies from global platforms, offering key insights for industry research. Key takeaways are as follows:

1. New industry trends: Chinese cross-border brands are expanding beyond mature markets in Europe and North America into emerging markets in Latin America. Latin American e-commerce has entered a stage of rapid growth, and Chinese sellers maintain strong growth momentum in the region. The number of Chinese sellers with annual sales exceeding $1 million has nearly doubled in two years, and leading and emerging brands including Anker and Pop Mart are all accelerating their布局 in the region. Chinese products have won recognition from local consumers thanks to China's supply chain advantages.

2. New platform business models: In response to the high entry barriers of emerging Latin American markets, Amazon has launched a targeted one-stop expansion program. By offering compliance assistance, taxation solutions, cash subsidies, and logistics discounts to attract high-quality long-term brands to the platform, it solves sellers' pain points while enriching the platform's pool of high-quality sellers, creating a win-win outcome for both buyers and sellers.

3. Unresolved industry questions: High compliance and taxation barriers are a common challenge across most emerging markets. Brazil's strict regulatory requirements and Mexico's upcoming tax reform both create new challenges for cross-border sellers. Adapting to the different regulatory requirements of diverse emerging markets remains an important direction for future research in the cross-border e-commerce industry.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

【亿邦原创】日前，亚马逊全球开店正式推出“拉美速通计划”。计划在2026年内，面向3000个具备长期投入意愿的中国品牌，提供包括巴西中方控股本土公司注册协助、墨西哥优化RFC税号解决方案、最高12,000美元注册补贴、亚马逊物流费用减免、客户经理全程陪跑等在内的一站式拉美拓展方案，帮助中国品牌跨过拉美合规、税务、物流与运营门槛，深耕墨西哥及巴西。

据悉，此次“拉美速通计划”并未设置具体的硬门槛，亚马逊中国副总裁、亚马逊全球开店新兴市场负责人张琪表示，平台更加看重卖家长期深耕的决心、产品和品牌的竞争力以及相应的耐心和资金人力等投入。

拉美第一大市场巴西被称为“万税之国”，持有本土公司资质及税号（CNPJ）是卖家合法经营的强制性前提。通过“拉美速通计划”，亚马逊将协助中国品牌注册中方控股的巴西本土公司，在满足巴西本地合规要求的同时，为企业未来布局全渠道零售、社交媒体营销、品牌建设等本土化运营打下坚实基础。

而墨西哥今年正在面临新一轮税改：自今年1月1日起，电商平台需从卖家的销售额中代扣增值税和所得税，如果没有墨西哥RFC税号，需要缴纳20%的所得税和16%的增值税。通过“拉美速通计划”，亚马逊将为中国卖家提供优化的RFC税号解决方案，以及最高6,000美金的RFC税号注册补贴，帮助卖家以更快的速度、更低的成本进入墨西哥。

此外，为了进一步降低卖家的销售成本，2026年亚马逊墨西哥站还大规模下调了包括FBA配送费在内的相关费用，使得卖家平均每件商品费用降低了约1美金。

“拉美是全球电商增速最快的地区之一，巴西和墨西哥电商正处在高速增长的阶段。我们看到越来越多中国品牌正在加大对拉美的投入，凭借创新的产品和强大的品牌力，受到了当地消费者的认可”，张琪表示。

中国卖家在亚马逊巴西和墨西哥站点持续展现出强劲的增长势头：2026年第一季度，新上线亚马逊巴西和墨西哥站点的中国卖家取得的销售额是去年同期新上线卖家的2倍以上；在刚刚结束的2026墨西哥Hot Sale大促期间，新上线中国卖家的销售额是去年同期上线新卖家的4倍以上；2025年，在亚马逊墨西哥站和巴西站销售额超过100万美金的中国卖家数量达到了2023年的近2倍。安克、绿联、泡泡玛特等头部及新兴出海品牌，也在加速布局拉美。

“增速快、品类广、后劲足”，这是张琪在拉美市场的中国卖家身上总结出的三个关键词。据其介绍，中国卖家在拉美有天然的品类优势。电脑及电子配件、工具五金、家居厨房是三大高增长赛道。但随着远程办公和游戏产业在拉美崛起，以及紧凑型住宅的兴起，激发出了键盘、耳机、网络设备，以及智能家居和小型家电等品类的潜力。

事实上，亚马逊在巴西和墨西哥都已深耕超过十年。在巴西，亚马逊的投入已经累计超过了150亿美金，在全国拥有超过300个物流设施。仅过去一年，亚马逊在巴西就新增了100多个物流设施；在墨西哥，亚马逊自2015年起累计投入也已超过80亿美金，目前拥有14个运营中心和29个配送站，在主要城市实现当日达配送。

目前亚马逊为拉美的卖家提供了三种发货方式：亚马逊物流（FBA）、自发货和北美远程配送（NARF）。选择北美远程配送（NARF）的卖家无需注册当地税号，可直接利用现有美国亚马逊物流（FBA）库存，发货到巴西和墨西哥消费者手中。2026年，亚马逊对这项服务也进行了全面升级，包括将墨西哥配送时效缩短至1-7天，巴西配送时效缩短至平均10天左右。

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