Amazon's Global Selling branch launched its first innovation center in Shenzhen City, south China's Guangdong Province, to help more Chinese businesses reach the global market.

"By integrating resources from Amazon, industry organizations, experts and scholars and third-party service providers, the center is expected to accelerate innovation among sellers for new product introductions, brand building, digital operations, green development and new business models, helping to tangibly improve innovation capabilities in the cross-border e-commerce sector in Asia," said Cindy Tai, a vice president of Amazon.

Specifically, Amazon will support "sellers' communication, learning and innovative practices," according to Tai.

Tai made the remarks at the company's China seller conference in Shenzhen on Tuesday.

Amazon revealed at the event that more than 20 percent of Chinese-branded sellers on Amazon saw their sales increase more than 50 percent during Black Friday and Cyber Monday, compared with other 11-day shopping periods.

"Increased sales demonstrated that Chinese sellers continue to provide products that meet the needs of global consumers," Tai said at the event, in which thousands of Chinese sellers participated. "Moreover, it proved that the cross-border e-commerce industry is becoming more spacious as more new players join."

In addition to getting benefits, the Chinese sellers also contributed to the platform with "more innovative products" and "more concentrated and scalable supply chain advantages," Tai said.

Amazon's own e-commerce website in China, Amazon.cn, has almost been edged out by local competitors like Alibaba, JD.com and Pinduoduo. But Amazon's global coverage offers a great chance for Chinese businesses to compete internationally. Also, Chinese e-commerce companies are trying to reach beyond the country border.