Cross-border Daily Briefing 2026-06-25

📋 Cross-border Seller Daily Briefing | 2026-06-25

⏰ 30-Second Overview

• •Amazon Prime Day stockout losses surge 24% — inadequate inventory management will directly impact promotional revenue; check top-selling ASINs immediately.
• •US 104% tariff on China combined with platform price wars — selling without profit calculation may mean losing money on every order.
• •Amazon hiding ratings and TikTok Shop charging a fixed GMV fee — traffic and profit models are being fundamentally rewritten.
• •Indonesian E-commerce Association responds to mass store closures — non-compliant operations have no room to survive; reviewing store qualifications is urgent.
• •Temu, TikTok Shop, and Amazon Europe all upgrade compliance requirements — products without EU/UK authorized representatives or CPC certificates face delisting.

🔴 Key Focus

2026 Prime Day Stockout Losses Surge 24% YoY

Although brand advertising returns improved during Prime Day this year, direct losses from stockouts of top-selling ASINs surged 24% compared to the same period last year. During peak promotional traffic, being out of stock not only loses orders but also wastes ad spend and hurts search rankings. Sellers must immediately pull inventory health reports, set up emergency replenishment plans for the top 30% profit-contributing SKUs, and reserve a 20-30% buffer in shipping capacity.

Tariffs Soar 104%, Yet Rivals Are Cutting Prices

The sudden 104% US tariff has doubled costs for some sellers, and more troublingly, some competitors are dumping inventory by slashing prices. This is no longer about giving up margins — it's about survival. It's advised to immediately stop blindly following price cuts and first recalculate the true profit of each SKU under the new tax rate; for unprofitable products, decisively raise prices to stop losses or seek transshipment via third-country overseas warehouses.

Amazon Product Ratings Disappear, Conversion Logic Shifts

Amazon is testing hiding the average star rating on product listings, meaning buyers will no longer see an intuitive "star" impression. This directly hits listings that rely on rating advantages. Counter-strategies must shift to: heavily investing in main images that convey selling points, embedding core keywords in titles, and manually pinning the highest-quality reviews with images in the first position of the A+ content.

TikTok Shop Smart Promotion Now Charges a Fixed 3.5% Commission

TikTok Shop's Smart Promotion no longer uses a platform-assisted model but instead charges a fixed fee of 3.5% of the seller's total GMV, rising to 4.5% during major promotions. This is a direct profit deduction. Sellers must rebuild profit-and-loss models for their SKUs, refuse to participate in low-efficiency promotions, and for low-margin products, consider exiting the program or adjusting prices.

TEMU Mandates UK and EU Responsible Persons — No Info, Delisting

TEMU has begun strictly checking that all products have UK and EU responsible person information, with no grace period — products not submitted risk immediate delisting. If you haven't designated an authorized representative in advance, you must contact a service provider immediately to handle it, prioritizing high-sales, high-value products to avoid account restriction risks.

Amazon Europe FBM Direct Shipping Rules Shut Down Gray Channels

From July, Europe station self-fulfilled orders will be strictly limited to Amazon-authorized logistics providers, and the platform will enforce IOSS VAT number verification. Using non-standard channels like "tax-included dual clearance" will make shipping impossible. Sellers must check today whether their logistics provider is on the platform's authorized list; if not, they must switch immediately and register for IOSS.

TikTok Shop Southeast Asia Cross-border Delivery Timelines Sharply Tightened

New policies require cross-border orders to be packed and shipped within 48 hours, and delivered to designated warehouses within 3 days. Failure will result in store performance penalties and fines. Sellers need to immediately take stock of on-hand inventory, delist slow-moving and out-of-stock items, and confirm the latest pick-up cutoff times with logistics providers.

Indonesia E-commerce New Policies: Closures Trigger Association Concern, Tax To Be Withheld

Recently, Shopee and TikTok Shop in Indonesia have massively banned violative accounts, prompting the e-commerce association to intervene and demand transparency. Meanwhile, Indonesia will begin withholding 0.5% income tax via platforms from July. Sellers must immediately cease any gray-area operations, uniformly review listing certifications, halal qualifications, and labeling, and include this 0.5% tax cost in pricing.

📌 Worth Noting

Platform Updates

• •Amazon Sends Warning Letter for "Exclusive Choice" — Warns sellers not to price lower on other platforms, potentially violating antitrust laws; no change to matrix pricing strategy for now, just observe. (Hugo Cross-border)
• •TikTok Shop UK Cleans Up Dormant Stores — Inactive stores will be removed; sellers need to generate activity by sending dummy packages or applying for low-price promotions to maintain store weight. (PPC.land, AMZ123)
• •SHEIN Opens Three Cooperation Models — Supplier, brand, and agency models now available, suitable for clearing inventory or testing products by starting with small batch and quick response. (Hugo Cross-border)
• •Meta Enters End-to-End Social Commerce — After closing the loop, traffic may divert from independent sites; consider allocating a budget to test its initially cheap social traffic. (AMZ123, TT123)

Compliance & Regulations

• •Beware of Personal Account Collections Being Identified as Tax Evasion — A Shenzhen case involved private accounts receiving overseas sales proceeds being investigated. Must use compliant third-party collection platforms and fully declare revenue. (AMZ123)
• •TikTok Shop Toy Category Requires CPC and FCC — Sellers of children's toys must submit lab test reports and choking hazard warnings now to avoid TRO or delisting. (PPC.land)
• •General Administration of Customs Simplifies Returns Tax Refund Process — Boon for direct-mail sellers; check if eligible for the "Cross-border E-commerce Return Central Warehouse" model to save costs. (Hugo Cross-border)
• •UK Plans Early End to Low-Value Exemption — The tax-free policy for parcels under £135 will end in 2028; logistics costs will rise long-term, making low-value direct mail models unsustainable. (AMZ123)

Market & Product Selection

• •Amazon Home Comfort "Hygge" Trend Emerges — Winter cozy home products (blankets, aromatherapy, warm light lamps) are trending up in Amazon searches. (36Kr)
• •Brazil Premium Beauty Boom, Fragrance a Key Item — Q1 e-commerce sales up 21%; can stock up before the Brazil station peak season. (AMZ123)
• •$15-30 Becomes TikTok Hit Product Sweet Spot — Products in this price range convert best; prioritize when adjusting product selection filters. (Hugo Cross-border)

💡 Today's Insight

Multiple signals today point to one core fact: the era of profiting from information asymmetry and mass listing is completely over. Tariffs, compliance withholding, rating rule changes, and promotional commissions are all squeezing out past profit margins. For sellers, the task today isn't anxiety, but "stop the bleeding" and "switch engines." Specific advice: 1. Immediately conduct a full-store financial health check and eliminate SKUs that are losing money after tariffs or commissions; 2. Establish a mandatory compliance manual — make EU Authorized Representative, CPC certification, and IOSS numbers the "birth certificate" for product listing, and decisively drop products without these to avoid closure fines that far exceed profits.

Generated by AltoSea Intelligence | Covering 10 overseas sources

👉 Full briefing: https://aitosea.ai/daily-reports/2026-06-25