The number of products sold by Vietnamese selling partners on Amazon increased while branded product sales surged by more than 40% during the 12 months ending July 31, 2025, signalling a strategic shift from volume-driven exports to value-driven brand building, the company reported.

While 2020 has been a successful year for Vietnamese rice exports, more must be done to accelerate the development of the national rice brand, experts have said.

Fifty leading brands of Vietnam in 2020 was honoured during a ceremony held in HCM City by Forbes Vietnam on December 17.

VOV.VN - Despite brand building being an important factor for Vietnamese products to compete with foreign ones, local firms and management agencies have failed to pay close attention to the development of brands amid the rapid and intensive international integration process.