Amazon said it has already invested R$ 75 billion in Brazil since 2011, with R$ 19 billion in 2025 alone, and that the country has become one of the company's biggest bets outside the United States. The update was presented by the president of Amazon Brazil, Juliana Sztrajtman, during Amazon Conecta 2026.
The company says it now has more than 300 logistics facilities spread across the 26 states and the Federal District, with more than 100 openings in the past year alone. In 2026, the average pace reached three new units opened per week.
One of the operation's priorities is instant commerce. Amazon Now, with deliveries in up to 15 minutes, is already available in São Paulo, Osasco, Rio de Janeiro, Campinas, Curitiba, Fortaleza, Porto Alegre, Recife and Belo Horizonte. The service offers grocery items, fresh and frozen foods, with real-time order tracking, including via WhatsApp.
In online retail, the company says more than 50 million items were delivered to Prime members on the same day or the next day. The marketplace has more than 100,000 partner sellers, 99% of which are micro, small and medium-sized businesses.
Share of Brazilian e-commerce
Juliana Sztrajtman highlighted that e-commerce represents about 14% of Brazilian retail, while in more mature markets that percentage exceeds 40%. For the executive, the difference indicates growth potential, not delay.
According to her, the company's strategy in the country cannot be imported from other markets. The executive cited Brazil's logistics reality, which requires adaptations to serve everything from large urban centers to riverside communities in the Amazon.
In Amazonas, delivery times in riverside communities fell from approximately 17 days to two or three days in certain locations. The operation combines air transport, delivery stations, boats and regional partners.
Logistics as a service for sellers
The company said that in the first quarter of 2026, sellers using Fulfillment by Amazon (FBA) delivered more than twice as many orders as in the same period of 2025. According to the company, these sellers can grow, on average, up to four times more than those who do not use the service.
Amazon also plans to create a network of hubs made up of existing establishments, such as stores, print shops, bakeries and repair shops. The idea is to use the idle capacity of these businesses for order drop-off, local delivery, product pickup and returns.
Promotional events and payments
In its seventh edition, Prime Day 2026 distributed R$ 200 million in coupons. The company also started adopting double dates such as 6.6, 11.11 and 12.12, which serve as a gateway for new consumers to try the platform.
In payment methods, Amazon maintains partnerships with Nubank and Bradesco to offer a co-branded card, NuPay and the “Parcele sem Cartão” option. The goal is to expand access to e-commerce in a country where part of the population does not have a credit card.
The company also confirmed the arrival of Amazon Basics in Brazil, with own-brand products in high-frequency categories, and the use of artificial intelligence to improve routes, warehousing and price recommendations for sellers.
Female executives at Amazon Brazil also cited initiatives such as the “Vem de Amazon” program, the network of more than 200 mentors and “Decola Garota,” aimed at women entrepreneurs.
