AMAZON: GLOBAL TECH GIANT DEEPENING ITS FOOTPRINT IN VIETNAM

Amazon.com, Inc. is no longer just “the everything store.” It has become a diversified technology giant operating at the crossroads of e-commerce, cloud computing, digital advertising, logistics, and now satellite internet. As Amazon expands worldwide, Vietnam is emerging as one of its most vibrant regions for cross-border e-commerce and a strategic market for cloud and connectivity services.

Below is a reporter-style, data-driven overview of Amazon.com, Inc., its legal status, key personnel, recent financial results, and, most importantly, its growing activities in Vietnam.

1. Corporate Profile & Legal Status of Amazon.com, Inc.

Amazon.com, Inc. is an American multinational technology company founded by Jeff Bezos in 1994 in Bellevue, Washington. It originally focused on online book sales before expanding into virtually every retail category, earning the nickname “The Everything Store.” Today, Amazon operates across e-commerce, cloud computing (AWS), streaming, advertising, logistics, health care, robotics, and, increasingly, space-based connectivity. 

Legally, Amazon.com, Inc. is:

• A Delaware corporation – Amazon is organized under the General Corporation Law of the State of Delaware, with its registered office in Wilmington and Corporation Service Company as registered agent. 
• A publicly traded company – Its shares (ticker: AMZN) are listed on the Nasdaq and included in major indices such as the S&P 500, S&P 100, Nasdaq-100, and the Dow Jones Industrial Average, giving it broad visibility among institutional and retail investors. 
• Headquartered in the U.S. with dual hubs – The company maintains central headquarters in Seattle, Washington, and Arlington, Virginia (the “HQ2” project). 

From a legal standpoint, the Delaware corporate structure provides management flexibility and clear shareholder rights, which is one reason why many large U.S. corporations, including Amazon, choose to incorporate there.  

2. Key Personnel and Leadership Structure

Amazon’s leadership is anchored by founder Jeff Bezos and current CEO Andy Jassy, and is supported by a senior executive team spanning core retail, AWS, finance, legal, and public policy.

Key figures include:

• Jeff Bezos – Executive Chairman
  Bezos stepped down as CEO in 2021 but remains executive chairman, influencing long-term strategy and high-level innovation priorities. 
• Andy Jassy – President and Chief Executive Officer
  Jassy previously led Amazon Web Services (AWS) from its creation and became CEO of Amazon.com, Inc. in 2021. He is widely associated with Amazon’s current focus on AI, cloud, and operational efficiency. 
• Brian T. Olsavsky – Senior Vice President & Chief Financial Officer
  Olsavsky oversees global finance, capital allocation, and investor relations, playing a key role as Amazon ramps up multi-billion-dollar investments in AI data centers and logistics. 
• Doug Herrington – CEO, Worldwide Amazon Stores
  Responsible for Amazon’s global online and physical retail stores, including marketplace operations. 

By 2025, Amazon’s board of directors features prominent figures such as Jeff Bezos, Andy Jassy, Indra Nooyi (former PepsiCo CEO), and technologist Andrew Ng, showcasing a blend of corporate, technology, and policy expertise.  

3. Amazon’s Financial Performance: 2023–2025 Snapshot

Amazon’s recent financials show a company that has moved through a cost-reset phase into a period of disciplined, profitable growth, driven heavily by AWS and advertising.

3.1 Full-Year 2024 Results

According to Amazon’s 2024 annual report and Form 8-K filing for year-end results:

• Net sales reached $638.0 billion in 2024, up 11% from $574.8 billion in 2023. 
• Operating income climbed to $68.6 billion, almost doubling from $36.9 billion in 2023, pushing operating margin into double-digit territory. 
• Net income increased to $59.2 billion in 2024, compared with $30.4 billion in 2023—an increase of roughly 95%, reflecting both revenue growth and improved cost structure. 
• Operating cash flow rose 36% to $115.9 billion, and free cash flow also improved, showing strong internal funding capacity for capex, AI, and logistics investments. 

By segment in 2024: 

• North America: $387.5 billion in sales
• International: $142.9 billion in sales
• AWS: $107.6 billion in sales, up 19% YoY

These numbers underscore how Amazon has shifted from a low-margin retail model toward a more balanced portfolio, with AWS and advertising delivering high-margin contributions.

3.2 Recent 2025 Trends

In Q3 2025, Amazon continued this momentum:

• Revenue reached about $180 billion, up 13% year-over-year.
• Net profit increased 39% to around $21.2 billion, helped by strong AWS performance (around 20% revenue growth). 
• For Q4 2025, Amazon guides net sales between $206–213 billion and operating income between $21–26 billion, implying another strong holiday quarter. 

At the same time, Amazon is executing significant cost-cutting in its corporate ranks—announcing plans to cut around 14,000 corporate jobs as part of a broader efficiency program and to reallocate resources toward AI infrastructure, including projected capital expenditures well over $100 billion. 

4. Core Business Segments

From an investor and strategic perspective, Amazon’s activities can be grouped into three major segments:

1. Amazon Stores (North America & International) – Online marketplaces, physical stores (e.g., Whole Foods), subscription programs (Prime), and advertising on Amazon’s retail properties. 
2. Amazon Web Services (AWS) – Cloud infrastructure, platform services, security, databases, AI/ML, edge services, and specialized workloads used by startups, enterprises, and governments globally. 
3. Other Bets & Emerging Areas – Digital streaming (Prime Video, MGM+), health (One Medical), autonomous vehicles (Zoox), satellite internet (Project Kuiper) and devices (Kindle, Echo, Fire TV). 

Vietnam appears prominently in two of these pillars: cross-border e-commerce via Amazon Global Selling and cloud and connectivity via AWS and Kuiper.

5. Amazon in Vietnam: Export Channel to Strategic Hub

5.1 Amazon Global Selling Vietnam: Cross-Border Export Engine

Amazon established a dedicated Amazon Global Selling Vietnam presence around 2019, working with Vietnam’s Ministry of Industry and Trade and local associations to train sellers, improve logistics, and help SMEs export directly to consumers in the U.S., EU, and other markets. 

Key indicators highlight how quickly Vietnam has become a priority export base for Amazon:

• Over the past five years, products sold by Vietnamese businesses on Amazon have increased by more than 300%, according to Amazon Global Selling Vietnam. 
• In 2023 alone, Vietnamese selling partners exported more than 17 million products through Amazon’s marketplaces, with export value up about 50% and the number of selling partners up roughly 40% year-on-year. 
• The number of Vietnamese businesses achieving over USD 1 million in annual sales on Amazon has increased nearly tenfold since Amazon entered the market. 

The most successful product categories for Vietnamese exporters on Amazon include:

• Home and kitchen
• Health and personal care
• Apparel
• Beauty and personal grooming 

Amazon Global Selling Vietnam regularly hosts large-scale events such as the Amazon Cross-Border E-Commerce Summit and partners with Vietnamese industry associations (e.g., VECOM, VCCI) to deliver training on brand building, compliance, logistics, and digital marketing. 

5.2 Vietnam as Amazon’s Southeast Asia E-Commerce Export Hub

In November 2025, Amazon signaled an even greater ambition: to make Vietnam a high-quality e-commerce export hub for Southeast Asia by 2026. 

At the 2025 Amazon Global Selling conference in Vietnam, senior executives outlined a roadmap where Vietnam would serve as:

• A manufacturing and sourcing base for quality consumer goods, from homeware and textiles to health and beauty products.
• A training and capability center for ASEAN sellers, leveraging Vietnam’s growing e-commerce literacy and logistics infrastructure.
• A regional springboard to reach markets in North America, Europe, and Asia via Amazon’s vast fulfillment network. 

For Vietnamese exporters, this strategy means greater access to Amazon’s tools: Brand Registry, global advertising, logistics, and analytics, but also higher expectations around compliance, product quality, and sustainability.

6. AWS and Cloud Infrastructure Footprint in Vietnam

Beyond e-commerce, Amazon is building a deeper technology infrastructure presence in Vietnam through AWS.

6.1 Edge Locations and Performance Improvements

In 2022, AWS launched new edge locations for Amazon CloudFront in Hanoi and Ho Chi Minh City. These sites bring static and dynamic content closer to Vietnamese end-users, improving latency, security, and availability for websites and applications served via AWS. 

The edge locations also integrate with AWS Shield and AWS Web Application Firewall (WAF), giving Vietnamese and regional businesses better tools to defend against DDoS attacks and malicious web traffic. 

6.2 Amazon Web Services Vietnam Company Limited

According to the data from Vanguard Business Information System (VNBIS), AWS maintains a formal legal presence in Vietnam through Amazon Web Services Vietnam Company Limited, which is listed in AWS’s own marketing entities directory. The company is located at Bitexco Financial Tower in District 1, Ho Chi Minh City, reflecting a local corporate structure for sales, marketing, and support.  

In addition, AWS works with a growing ecosystem of local partners and user groups, including:

• Vietnamese AWS partners that deliver migration, managed services and cloud-native development. 
• The VietAWS Community, an official AWS user group across Ho Chi Minh City, Hanoi and Da Nang, where developers and architects share best practices and case studies. 

6.3 Support for Vietnam’s Administrative Reforms

In October 2025, Amazon Location Service (an AWS geospatial service) updated its mapping data to reflect Vietnam’s recent administrative reorganization, which consolidated provinces into 34 units. This update helps businesses operating in Vietnam keep their logistics, routing and analytics systems aligned with the new official boundaries. 

7. Project Kuiper and Satellite Connectivity in Vietnam

Amazon’s ambitions in Vietnam extend into space.

According to a 2025 statement from Vietnam’s Ministry of Science and Technology, Amazon is preparing to deploy its Project Kuiper low Earth orbit (LEO) satellite internet service in Vietnam: 

• Amazon plans to invest roughly USD 570 million by 2030 in Vietnam to build infrastructure, including up to six ground stations and terminal manufacturing facilities in Bac Ninh province.
• The company has established Amazon Kuiper Vietnam Co., Ltd. in Ho Chi Minh City as a local entity for the satellite venture.
• Amazon has applied to run a five-year pilot program for LEO satellite broadband targeting remote and island areas, serving consumer, business, and government users.
• The Kuiper project will compete directly with Starlink, which has also received approval to operate in Vietnam.

If implemented as planned, Kuiper could significantly expand high-speed internet access across Vietnam, especially in underserved rural, mountainous and island communities—creating additional demand for cloud services, digital commerce, and online education.

8. Opportunities and Challenges for Vietnamese Businesses

8.1 Opportunities

According to the analysis from VNBIS experts, Amazon’s expanding presence offers several clear opportunities for Vietnamese Businesses:

• Global market access: Thousands of Vietnamese SMEs now use Amazon to export directly to customers worldwide, often earning higher margins than traditional export channels. The value of cross-border e-commerce exports from Vietnam via platforms like Amazon has grown rapidly, with some estimates placing B2C export value at VND 86 trillion (~USD 3.4 billion) in 2023. 
• Brand building: Programs like Amazon Brand Registry and Amazon’s advertising tools help Vietnamese brands establish global recognition and protect IP. Participation by Vietnamese sellers in Brand Registry has reportedly increased dozens of times in recent years. 
• Capability development: Joint initiatives between Amazon Global Selling and Vietnamese authorities focus on training in cross-border regulations, digital marketing, and logistics, the essential building blocks needed to transition from OEM manufacturing to brand-owning exporters. 

8.2 Challenges

However, the Amazon model is not without challenges for Vietnamese businesses:

• Profitability pressure: The increasing number of sellers, rising advertising costs, and complex fee structures mean that not every Vietnamese business selling on Amazon is profitable. Several local reports highlight that many firms struggle with inventory risk, returns, and marketing expenses. 
• Compliance and quality: Operating in Amazon’s marketplaces requires strict adherence to product safety, labeling, IP rules and customer service standards. For SMEs, upgrading processes to meet these criteria can be resource-intensive. 
• Regulatory tightening: Vietnam is tightening oversight of cross-border e-commerce, requiring improved tax reporting, stronger customs compliance, and enhanced consumer protection. This will likely make operations more transparent but also more demanding for sellers using Amazon and other platforms. 

Despite these headwinds, the underlying trajectory is clear: Vietnam is becoming central to Amazon’s vision of cross-border digital trade in Southeast Asia.

9. Outlook: Amazon and Vietnam’s Digital Future

Amazon.com, Inc. enters the second half of the 2020s as a highly profitable, cash-generating Delaware corporation with global reach and a sharpened strategic focus on AI, cloud, and logistics. Its recent financials show substantial revenue and margin growth, while significant job cuts and cost-saving programs aim to keep the company “lean” even as it invests heavily in data centers and satellite networks. 

For Vietnam, Amazon’s evolving strategy presents a two-sided story:

• On one side, Amazon Global Selling Vietnam has already helped thousands of domestic companies reach international customers, driving double-digit growth in cross-border exports and creating a new generation of digitally savvy exporters.
• On the other hand, the arrival of AWS infrastructure, Location Service updates, and Project Kuiper positions Amazon as a long-term technology partner in Vietnam’s digital transformation, powering everything from e-commerce and fintech to smart logistics and rural connectivity.

If Amazon successfully turns Vietnam into its Southeast Asian e-commerce export hub and deploys Kuiper satellite internet at scale, the country could move from being simply “a factory for the world” to a sophisticated digital trading nation, deeply integrated into Amazon’s global ecosystem.

Written by Allie LE - VNBIS Expert.