Cross-border Daily Briefing 2026-06-23

📋 Cross-border Seller Daily | 2026-06-23

⏰ 30-Second Recap

• •Amazon front-end ratings disappear, main image and title weights surge; test new ad strategies immediately.
• •U.S. proposes canceling duty-free exemption for packages under $800, small parcel direct shipping costs set to spike.
• •TikTok Shop Southeast Asia allows up to 25 shops per business license with 90-day deposit waiver; a window for rapid expansion.
• •Amazon Prime Day approaches, best-seller out-of-stock losses surge 24% YoY; check inventory depth now.
• •TEMU mandates all products have UK & EU Authorized Representatives; non-compliant products risk delisting.

🔴 Key Focus

TikTok US New Policy Implemented, Seller Operating Costs and Rules Change

TikTok US's new policy officially takes effect, involving key adjustments to algorithms, commissions, or logistics rules. This means direct changes to sellers' operating costs and traffic acquisition methods, particularly impacting stores relying on low-price high-volume and specific traffic plays. It is recommended to immediately check the latest fee announcements in the backend and test new marketing tools on a small scale.

⏰ Effective: Immediate

Amazon Product Ratings Disappear, Traffic Distribution Logic Completely Altered

Amazon's front-end product rating (star) display has changed or disappeared, fundamentally impacting click-through and conversion rates. Traditional strategies of brushing reviews and accumulating positive feedback will be significantly weakened. Your top priority is to concentrate resources on optimizing main image clarity, core selling-point keywords in titles, and A+ content quality, while increasing ad spend to maintain visibility, and closely monitor data changes during the testing period.

U.S. Proposes Removing Duty-Free Status for Some Low-Value Parcels, Small Parcel Sellers' Costs Soar

The U.S. Customs proposes to remove the duty-free exemption for parcels under $800 for goods affected by trade or national security actions, and requires a 10-digit HTS classification code. If you rely on small parcel direct shipping, such goods will face a surge in tariff costs, severely squeezing profit margins. It is recommended to immediately review product lists, assess affected SKUs, and prepare required product classification and declaration data for compliance, or consider switching to overseas warehouse stocking models.

⏰ Final ruling date to be closely monitored

104% Tariff Hike Paired with Industry Price Cuts, US Sellers' Rescue Paths

The U.S. has imposed tariffs as high as 104% on certain goods, while facing the double blow of competitors' price cuts. Relying solely on low prices is no longer viable. You must immediately calculate true after-tax costs, eliminate loss-making products with no potential, and actively contact supply chains to compress costs or optimize product portfolios, rebuilding profit barriers through differentiated products with high average order values or high repurchase rates.

Amazon Forcing Sellers to "Choose One", Multi-Platform Operations Face Dissolution

Rumors say Amazon has started sending warning letters to some sellers, forcing them to make an exclusive choice between Amazon and other platforms. For multi-channel sellers across TEMU, SHEIN, or independent sites, this will be a hard requirement to split stores, separate teams, and conduct independent settlements. It is recommended to immediately check main and sub-account emails; once a warning is received, evaluate legal risks and prepare a contingency plan to split the business.

2026 Amazon Prime Day: Best-Seller Out-of-Stock Losses Surge 24%

CommerceIQ data shows that this year's Prime Day has higher advertising ROI, but revenue loss from best-selling ASINs going out-of-stock has increased by 24% compared to previous years, making stockouts during the promotion extremely costly. It is recommended to immediately check FBA sellable inventory and in-transit shipments for all main promoted links, and stock at least 25% more safety inventory for fast-moving SKUs to avoid missing orders during peak traffic.

TikTok Shop Southeast Asia Cross-Border Direct Shipping Fulfillment Times Updated, Delays Lead to Demotion

TikTok Shop has updated the fulfillment time for Southeast Asia cross-border direct shipping orders since June 22, entering a transitional downgrade period. If you do not immediately optimize packing and pickup processes, stores will face demotion penalties, severely affecting traffic distribution. It is recommended to increase warehouse packing shifts and switch to logistics carriers with more stable delivery times to meet the new standards during the transition.

⏰ Transition period started June 22

TEMU Mandates UK & EU Authorized Representatives for All Products, No Authorization Leads to Delisting

The TEMU platform rigidly requires all products to have UK and EU Authorized Representative information. The window for sellers is extremely short; once compliance credentials are not uploaded, products will be directly delisted. It is recommended to immediately contact qualified service providers to handle UK and EU representatives in bulk, prioritizing compliance for main profit-generating products, and do not take chances.

TikTok Shop Southeast Asia: Up to 25 Shops per License, 90-Day Deposit Waiver

The Southeast Asia sites have significantly lowered store opening thresholds. One business license can open up to 25 stores, and new stores enjoy a 90-day deposit waiver. This is an excellent window to build a store matrix at low cost and test different categories and price bands. It is recommended to leverage this policy to quickly list products and seize traffic through store group strategies.

TikTok Shop Smart Promotion Switches to Fixed Fee, Charged as % of GMV

TikTok Shop has adjusted its Smart Promotion from a co-funding model to a fixed fee commission, charging 3.5% of GMV during regular periods and 4.5% during promotional periods. This will directly increase sellers' marketing cost ratio. It is recommended to immediately recalculate gross margins; for low-margin volume products, consider exiting the promotion plan or raising prices appropriately to cover the new fixed expenses.

📌 Worth Watching

Platform Updates

• •Amazon Sponsored Products Bulk Launch Off-Site Ad Toggle — Sellers can now control off-site campaign spending for Sponsored Products in bulk via spreadsheets. (Source: PPC.land)
• •Amazon Encourages Sellers to Sell Groceries — The platform is recently heavily promoting this category; there may be new growth opportunities. (Source: Full-Time FBA)
• •SHEIN Launches Three Entry Modes — Offering managed operations, semi-managed, and self-operated; sellers need to choose based on their capabilities. (Source: Yuguo Cross-border)
• •Fruugo Opens Registration for Sellers from Poland, Three Countries, Australia & New Zealand — Providing new channels for Chinese sellers to enter niche blue-ocean markets at low cost. (Source: AMZ123)
• •Indonesia Asks Shopee to Waive 50% Commission for Local Sellers — This will significantly widen the cost gap with cross-border sellers, squeezing price competitiveness. (Source: AMZ123)

Compliance & Regulations

• •German Transport Label New Regulation Considered Packaging Change — May cause cross-border sellers to incur additional authorized representative and recycling fees. (Source: TT123)
• •Indonesia Requires E-commerce Merchants to Hold NIB — Micro-sellers with annual revenue below 500 million IDR maintain zero tax rate, but NIB is a prerequisite for operation. (Source: TT123)
• •Amazon EU Customs New Policy Takes Effect July 1 — Front-end prices will include tax; sellers must ensure IOSS registration and use to avoid double taxation. (Source: Seller Home)
• •General Administration of Customs Issues Favorable Policies for Cross-border E-commerce — Optimizing customs clearance and returns processes, potentially reducing reverse logistics costs. (Source: Yuguo Cross-border)
• •U.S. Customs Modifies Section 321 Test Rules — Clarifies exemptions and consequences of violations; sellers using this test need to update compliance operations. (Source: Federal Register)

Market Trends & Marketing

• •TikTok US Top Sales: Beauty & Health Account for 67% — Product selection direction highly concentrated, fierce competition but certain demand. (Source: TT123)
• •$15-$30 Products Become Core Trend on TikTok — Sellers should optimize supply chains and content strategies around this price band. (Source: Yuguo Cross-border)
• •TikTok Search Ad Conversion Rate Up 6x — Early bonus appears; it is recommended to familiarize and start testing campaigns soon. (Source: Yuguo Cross-border)
• •Samsung TV Launches Shoppable Ads — Viewers can directly buy Amazon products with remote controls, opening new scenarios for large-screen shopping. (Source: PPC.land)
• •Shopee Integrates ChatGPT Conversational Shopping — Will change product recommendation logic and customer service models. (Source: TT123)

💡 Today's Insight

Today's information sends a strong signal: low-barrier expansion and high compliance barriers are intensifying simultaneously. On one hand, TikTok Shop Southeast Asia's multi-store license and deposit-free policy encourages sellers to quickly build traffic matrices; on the other hand, the cancellation of U.S. low-value parcel duty exemption, TEMU's mandatory EU/UK representatives, and increasingly stringent rating and tax policies on Amazon Europe and U.S. are rapidly driving up non-compliance costs.

The best current strategy is "combine speed and steadiness" — in Southeast Asia, leverage policy dividends to "quickly" list products and test hit items, while "slow down" to solidify compliance: immediately arrange UK and EU representatives and European tax registrations, and completely cut off direct shipping for high-tariff low-value products. Stop relying on intuition for product selection. Today's consumption trends show that practical low-priced goods and beauty/health are still the most stable lanes for monetization; focus efforts on stocking these products and ensuring compliance.