A $46 Million Lesson: How One Chinese Amazon FBA Seller Broke U.S. eCommerce Records in 60 Days

Amazon recently announced through Seller Central that it now allows sellers to proactively submit unreleased products to the Vine program for early reviews. This is a significant win for sellers launching new products. Meanwhile, last week’s Prime Day 2025 concluded. Although Amazon has yet to release official sales data—especially since this was the first time Prime Day lasted four full days—Hui Creative cites data from credible U.S. media to help you understand what made this year’s Prime Day different from previous ones.

But more importantly, this week’s headline comes from one of China’s leading cross-border eCommerce companies, which set a new sales record in U.S. eCommerce history: a single product generated $46,762,258 in sales (about 340 million RMB) in just 60 days. This brand’s success has been featured in major U.S. business media, and its product strategy and operational transformation are worth analyzing.

Article Highlights:

• Unreleased Amazon products can now join the Vine program in advance
• The first Prime Day under the new U.S.-China tariff war created a major seller divide
• A Chinese brand’s transformation broke U.S. sales records
• What Amazon FBA sellers must do to adapt and transform

Amazon Now Allows Pre-Launch Products to Join Vine Early

On July 1, Amazon released a seller update:

“Get Amazon Vine Reviews Before Product Launch”

Sellers can now enroll eligible FBA products in the Vine program even before the product is officially published. Vine reviewers can assess these items in advance, giving sellers up to 30 authentic customer reviews on the day of launch.

Hui Creative's view:

This significantly reduces the time needed to wait for reviews post-launch and allows Amazon FBA sellers to test market acceptance before committing large shipments to FBA. This is great news for anyone launching new products.

Prime Day in the Tariff Era: Polarization Among Sellers

1. U.S. Consumer Behavior

According to Adobe’s eCommerce analytics, Prime Day 2025 showed some key trends:

• Record-breaking sales, with 4-day totals expected to surpass Black Friday single-day revenue by 2x
• U.S. consumers were more price-sensitive, spending more time comparing products before making decisions
• Shoppers relied less on Amazon’s search bar and more on Rufus and AI tools like ChatGPT for product discovery

2. Impact on Amazon FBA Sellers

Reports by NPR and Fortune reveal that the ongoing U.S. tariffs on overseas imports are reshaping the seller landscape on Amazon. Many Amazon FBA sellers report squeezed margins due to rising logistics costs and tariffs.

One seller admitted, “Before I decide whether a product is viable, the first thing I calculate is the tariff.”

Amazon FBA sellers now face increasing trade restrictions from the U.S., EU, and Southeast Asia—from compliance and data regulations to direct tariff hikes. What was once a “golden era” of cross-border selling has transitioned into a high-risk, highly regulated environment, especially for sellers of commoditized products.

Key seller strategies during this Prime Day showed major divergence:

• Sellers who stocked up before April leveraged aggressive discounts to clear inventory and recover cash
• Sellers who stocked between April–June hit the tariff peak and became highly cautious—many avoided deep discounts, relying instead on ads and influencer platforms
• Post-June sellers were more optimistic, seeing clearer cost structures post-tariff, but faced lower margins than in 2024
• U.S.-based sellers who stock in Canadian warehouses (avoiding storage fees) were the most profit-driven, preferring to focus promotions later in Q4

3. Product Homogenization: A Ticking Time Bomb

Traditional bestsellers—like small appliances, accessories, and electronics—are being marginalized. Instead, local brands, custom products, and high-tech innovations are dominating Amazon’s algorithm.

Sellers must answer three hard questions:

• How to avoid or offset tariff costs?
• How to reduce inventory risk?
• How to remain profitable with shrinking margins?

A Chinese Brand’s Transformation Breaks U.S. Sales Records

Anker, one of the most iconic names in China’s cross-border eCommerce, offers a compelling case study. Its sub-brand EufyMake recently launched the E1 UV 3D Printer, which shattered Kickstarter records by raising over $46 million. More importantly, this marks a strategic pivot from contract manufacturing to “product innovation + brand export.”

Key transformation takeaways:

1. U.S.-Based OperationsAnker runs R&D and marketing in the U.S., no longer identifying as a “Chinese brand” in its primary markets. This reduces policy risk and improves local trust.
2. New Channels: From Amazon to Kickstarter + DTC Rather than launch on Amazon, EufyMake debuted on Kickstarter—a platform for early adopters and high-value buyers. This limits early competition and copycats while validating product-market fit.
3. Strategic Focus: 3D + POD (Print-on-Demand)Unlike traditional 3D printers aimed at engineers or hobbyists, the E1 focuses on single-sided dimensional printing, optimized for personal POD sellers. It’s an unusual yet strategic move—signaling Anker’s pivot into POD markets.
4. Market Target: Localized On-Demand ManufacturingAnker’s move echoes Hui Creative's long-time thesis: local, on-demand POD is the future. Rather than exporting cheap goods under tariff threats, enabling local sellers with localized tools is the new winning formula.
5. Recurring Profit Model: Consumables are KeyAs with traditional printers, the real profit lies in the ink—not the hardware. EufyMake’s 3D printer will lock users into Anker’s ecosystem, allowing them to earn recurring revenue from consumables tied to every printed product.

The Future of Cross-Border eCommerce: Innovators Will Win

Prime Day 2025 is a wake-up call. The barrier is no longer “Can you sell overseas?” but “Can you transform fast enough?”

In an era of high tariffs, algorithmic shifts, and platform saturation, old-school tactics like mass listings and price wars are no longer viable. The future belongs to:

• Tech-driven operations
• Brand-focused growth
• Localized execution
• Differentiated product offerings

Anker’s transformation is not an anomaly. It’s a preview of what’s to come.

Amazon sellers must prepare:

• Trade barriers are the new normal
• Generic products are fading—innovation and brand-building are the true moat
• Supply chain control, low inventory risk, and market agility are the next-generation competitive edge

Those who dare to leave behind red-ocean platforms and embrace technology, branding, and localization will lead the next chapter of cross-border commerce.

Sources:

1. Amazon Seller Central – Vine Program Update
2. Kickstarter – EufyMake E1 UV 3D Printer
3. EufyMake Official Website
4. GW News Reports
5. Fortune Magazine Coverage