Amazon Enhances SEND Programme, Launches Export Navigator for Indian Exporters

E-commerce giant Amazon announced significant updates to its cross-border logistics initiative, Amazon Global Selling SEND (Seller Exports and Delivery), on Tuesday. The programme, designed to empower Indian exporters, has been expanded with enhanced shipping options and the launch of Export Navigator, a comprehensive dashboard to simplify compliance for exporters.

"Amazon has expanded its flagship cross-border logistics programme, Amazon Global Selling SEND, with the addition of three new carriers on air and ocean lanes from India to the US, the UK, and Germany. Additionally, to enable a cheap and bulk storage facility for Indian exporters, SEND is now integrated with Amazon Warehousing and Distribution (AWD), a low-cost bulk storage solution that helps sellers with more efficient inventory deployment and distribution," a company statement said.

Key Features of Amazon Global Selling SEND

The SEND programme now offers:

• New Carrier Options: Access to three additional carriers operating across air and ocean shipping routes to key global markets, including the US, the UK, and Germany.

• Bulk Storage Solutions: Integration with Amazon Warehousing and Distribution (AWD), enabling exporters to store goods cost-effectively and improve inventory management.

• Competitive Pricing: SEND provides exporters with cost-efficient shipping solutions supported by Amazon for seamless booking, tracking, and payment processes through Amazon Seller Central.

Launched in 2022, SEND has already gained traction, benefiting thousands of Indian exporters by providing visibility into shipments and ensuring timely deliveries. The platform is tailored to optimize inventory management and help businesses cater to international markets with ease.

Introducing Export Navigator: A Game-Changer for Export Compliance

Amazon’s newly launched Export Navigator dashboard is designed to simplify the complexities of export compliance for Indian exporters. According to the company:

• Accessibility: The dashboard is available to all Indian exporters, irrespective of their association with Amazon.

• Comprehensive Guidance: Export Navigator provides step-by-step assistance on export registration, product certification, licensing, tax compliance (domestic and international), shipping protocols, payment reconciliations, and government incentives.

• Support Services: Exporters can access a curated network of third-party service providers offering competitive rates and faster service-level agreements (SLAs).

This initiative aims to ensure that Indian businesses are well-equipped to navigate global markets efficiently and cost-effectively.

Amazon’s Vision for Indian Exporters

Bhupen Wakankar, Director of Global Trade at Amazon India, emphasized the company’s dedication to empowering Indian entrepreneurs, stating, "We remain committed to expanding e-commerce export opportunities for entrepreneurs across India as we work towards enabling USD 20 billion in cumulative exports from the country by 2025."

Why This Matters

The expanded SEND programme and Export Navigator reinforce Amazon’s role in accelerating India’s integration into global trade networks. By providing Indian exporters with advanced logistics support and compliance tools, Amazon is simplifying international market entry and driving the growth of Indian businesses in e-commerce exports.

Conclusion

Amazon’s dual initiatives—expanding the SEND programme and launching the Export Navigator dashboard—highlight the company’s strategic focus on enabling Indian businesses to access global markets seamlessly.

The integration of innovative solutions like Amazon Warehousing and Distribution (AWD) and the addition of new air and ocean carriers are transformative steps that reduce logistical complexities and empower Indian exporters with cost-efficient, reliable shipping options.

Export Navigator, on the other hand, represents a significant leap in addressing one of the most daunting aspects of cross-border trade: compliance.

By offering step-by-step guidance on everything from export registration to payment reconciliation and connecting exporters with trusted third-party service providers, the platform removes barriers that often discourage small and medium-sized businesses from exploring international opportunities.

Amazon’s expanded SEND programme and Export Navigator are not just tools—they represent a robust framework for empowering Indian exporters to dream bigger, compete globally, and contribute to India’s growing stature in global trade. With these initiatives, Amazon is not only reinforcing its leadership in the e-commerce space but also playing a vital role in driving India’s ambition to become a $5 trillion economy.

The seamless integration of logistics and compliance solutions underscores the company’s commitment to creating a future where Indian exporters can thrive and lead on a global stage.