What Is Amazon SEND? Overview of Amazon’s Cross-Border Shipping Solutions

I. What Is Amazon SEND?

Amazon SEND (Seller Export and Delivery) is an international shipping program developed by Amazon and its logistics partners, tailored for Vietnamese sellers using Fulfillment by Amazon (FBA). Instead of having to search for shipping providers and coordinate with multiple service partners, sellers can now purchase shipping services, make payments, and track shipments directly on Seller Central. This streamlines the entire export process from Vietnam to Amazon's Fulfillment Centers in the U.S., making it much more accessible for sellers.

1. SEND Air:

SEND Air offers two service options: UPS Worldwide Express Saver and Dragon Pacific Express (DPE).

2. SEND Ocean:

SEND Ocean provides LCL (Less than Container Load) services through Vinalink.

For more detailed information and specific requirements, please refer to the official guidelines here.

II. How Does Amazon SEND Work?

Here are the 5 basic steps:

• Create a shipment on Seller Central: Select the SEND shipping option by using STA – Send to Amazon.
• Confirm shipment details: Choose your ship-from address, carrier, shipping date, and other relevant information.
• Prepare & pack your goods: Pack your items according to Amazon’s packaging standards and requirements (see guidelines here).
• Ship the goods: Your products are shipped from Vietnam to Amazon’s fulfillment centers in the U.S. using SEND’s logistics partners.
• Track the shipment: Monitor the entire process from start to finish right within Seller Central.

III. Benefits and Limitations of Amazon SEND

1. Benefits:

Reliable delivery timelines: Whether it’s peak season or regular periods, shipments are delivered on time to Amazon FBA warehouses in compliance with Amazon’s standards. This is crucial to avoid stockouts during demand surges.

Competitive shipping rates: SEND offers rates that are typically 5–15% lower than market prices — a significant saving for sellers who ship frequently.

Nationwide pickup: The service supports parcel pickup from all provinces and cities across Vietnam, saving sellers time and transportation costs.

Ship now, pay later: Sellers can choose to pay shipping fees up to 30 days after the goods have been delivered to the Amazon warehouse. This helps with cash flow management.

Incentives for new sellers: For first-time FBA shippers, SEND offers shipping fee support of up to $200 — a great way to get started with minimal risk.

Integrated with Seller Central: You can create shipments and track the entire process directly on Amazon’s platform.

Convenience: The carrier is responsible for customs clearance and will assist sellers or their representatives in handling both export and import documentation.

2. Limitations:

Limited service customization: SEND operates on pre-set routes. If you need custom shipping options, express services, or have special requirements (e.g., delivery to non-Amazon warehouses), flexibility may be restricted.

Not always the most cost-effective: For bulky, heavy, or low-value items, SEND shipping fees can be higher than those negotiated independently with other logistics providers.

Currently only supports U.S. FBA warehouses: At present, SEND only supports shipments from Vietnam to the U.S. Expansion to Europe or other regions is not yet available.

IV. Conclusion

Amazon SEND is a relatively new yet promising solution for Vietnamese sellers — especially for those who are still struggling with cross-border shipping. While there are still areas for improvement, SEND remains a safe, user-friendly option backed directly by Amazon.

As a trusted partner for Vietnamese sellers, LianLian Global provides fast and convenient Amazon payment solutions, helping you expand your business with ease and efficiency.

CONTACT LIANLIAN GLOBAL to get expert support in expanding your Amazon business and receiving payments seamlessly!