Thailand Launches Bold Amazon Strategy to Capture US Market with 200 Million Baht Goal
DITP and Amazon Global Selling join forces to propel Thai SME exports to the US via a TOPTHAI storefront on Amazon
Thailand’s Department of International Trade Promotion (DITP) has unveiled an ambitious campaign in New York to gain traction in the US e-commerce market, setting a target of 200 million baht in sales over the next two years.
The centerpiece of this effort is the “TOPTHAI X AMAZON” initiative, a dedicated Thai storefront on Amazon’s US platform designed to streamline access for Thai small and medium-sized enterprises (SMEs).
At the helm of the New York campaign is Deputy Director-General Suparporn Sookmark of the DITP, who leads a delegation to promote TOPTHAI’s visibility and to support Thai exporters entering the US market.
Under the plan, the first-year sales target through the Amazon partnership is set at no less than 60 million baht.
This push consolidates a Memorandum of Understanding (MOU) signed in late 2024 between DITP and Amazon Global Selling, which formalized joint efforts in promotion, training, and logistical support to help Thai brands scale abroad.
Already, the TOPTHAI storefront in the US features twenty Thai brands and more than two hundred stock keeping units (SKUs), spanning categories from processed and dried foods to apparel and health products.
The initiative works in concert with Thai trade offices in New York and Los Angeles, aiming to offer an integrated platform where Thai SMEs can bypass many traditional export hurdles.
By bundling marketing outreach, cross-border logistics, and compliance support, the effort seeks to lower friction and risk for smaller exporters.
While Thailand’s cross-border e-commerce efforts and alliances with Amazon have been developing for years — including the original TOPTHAI store launch on Amazon and other platforms — the new campaign represents a more aggressive, precisely targeted push into the US.
The stakes are significant: the United States remains the world’s second-largest e-commerce market, and DITP sees immense opportunity for Thai brands to expand their footprint and revenues.
If the program hits its milestones, it could become a model for state-led export facilitation in the digital economy, especially for emerging-market SMEs looking to scale globally via major e-marketplaces.
For now, the spotlight is on the early months, as data begin to show whether Thai products can gain traction in a highly competitive US market.
The centerpiece of this effort is the “TOPTHAI X AMAZON” initiative, a dedicated Thai storefront on Amazon’s US platform designed to streamline access for Thai small and medium-sized enterprises (SMEs).
At the helm of the New York campaign is Deputy Director-General Suparporn Sookmark of the DITP, who leads a delegation to promote TOPTHAI’s visibility and to support Thai exporters entering the US market.
Under the plan, the first-year sales target through the Amazon partnership is set at no less than 60 million baht.
This push consolidates a Memorandum of Understanding (MOU) signed in late 2024 between DITP and Amazon Global Selling, which formalized joint efforts in promotion, training, and logistical support to help Thai brands scale abroad.
Already, the TOPTHAI storefront in the US features twenty Thai brands and more than two hundred stock keeping units (SKUs), spanning categories from processed and dried foods to apparel and health products.
The initiative works in concert with Thai trade offices in New York and Los Angeles, aiming to offer an integrated platform where Thai SMEs can bypass many traditional export hurdles.
By bundling marketing outreach, cross-border logistics, and compliance support, the effort seeks to lower friction and risk for smaller exporters.
While Thailand’s cross-border e-commerce efforts and alliances with Amazon have been developing for years — including the original TOPTHAI store launch on Amazon and other platforms — the new campaign represents a more aggressive, precisely targeted push into the US.
The stakes are significant: the United States remains the world’s second-largest e-commerce market, and DITP sees immense opportunity for Thai brands to expand their footprint and revenues.
If the program hits its milestones, it could become a model for state-led export facilitation in the digital economy, especially for emerging-market SMEs looking to scale globally via major e-marketplaces.
For now, the spotlight is on the early months, as data begin to show whether Thai products can gain traction in a highly competitive US market.
