Research on the Problems and Countermeasures of Cross-border E-commerce Development on Amazon Platform

With the rapid development of global e-commerce, Amazon, as one of the world's largest online retail and e-commerce platforms, provides numerous enterprises with huge market opportunities. However, against this backdrop, the cross-border e-commerce business of Wenzhou A Eyewear Enterprise on Amazon platform is also facing a series of problems and challenges. By analyzing the operation status of Wenzhou A Eyewear Enterprise on Amazon platform, this paper explores the problems existing in its cross-border e-commerce development, including low brand awareness, single marketing strategy, poor supply chain management and few products. These problems not only restrict the company's business expansion on Amazon platform, but also affect the improvement of its market competitiveness. In view of these problems, this paper puts forward corresponding countermeasures and suggestions, such as increasing brand publicity investment, diversifying marketing channels, optimizing supply chain management processes, and cooperating to develop new products. Through in-depth analysis and research, it aims to provide useful reference and enlightenment for the development of cross-border e-commerce business of Wenzhou A Eyewear Enterprise and similar enterprises on Amazon platform.