Exceeding R$75 billion in investment, Amazon sees Brazil as a marketplace

Amazon is expanding its investment in Brazil.

After completing 15 years of operation in the country, since its arrival in 2011, the company has surpassed the R$75 billion mark in accumulated investments and already sees the Brazilian market as one of the most strategic to sustain its expansion in areas such as AI (artificial intelligence), streaming, e-commerce and logistics.

According to the company's latest financial disclosures, in 2025 alone, investment was more than R$19 billion in infrastructure, technology and people, a value almost five times higher than the annual average recorded since its arrival in the country.

The advance follows the growth of local operations and reinforces Brazil's role in the company's global plans, while investments are already reflected in the generation of jobs and the expansion of the operational structure.

In an interview with CNN Money, the vice president of Amazon Prime - Amazon's paid subscription service - Jamil Ghani, highlighted that the performance of the Brazilian market was one of the factors that explains the company's increased investment in the country.

"[Brazil] is a vibrant, highly digitized market, with strong smartphone penetration and great social engagement", he stated during the conversation.

According to the executive, the expansion goes beyond e-commerce and encompasses the company's entire business structure, including entertainment, cloud computing, artificial intelligence and connected devices.

Brazil enters the radar of the global AI strategy
Among Amazon's priorities, artificial intelligence appears with greater emphasis in the Brazilian market.

Recently, the company has been working on the local adaptation of Alexa+, a new generation of virtual assistant based on generative AI, which has been gradually launched in different countries.

According to Ghani, the objective is not just to translate the tool, but to develop experiences aligned with the cultural and behavioral particularities of each market.

"We are refining the new Alexa+ for Brazilian consumers. Brazil is a very important country for us and we want the experience to be built for Portuguese, for Brazilian culture and for Brazilians' lifestyle," he said.

The executive also highlighted that Amazon invests in all layers of the artificial intelligence chain, from chips and language models to cloud infrastructure, through AWS, and applications aimed at the end consumer.

In the company's assessment, characteristics such as the high digitalization of the population, the intense use of smartphones and the rapid adoption of new technologies make Brazil a favorable environment for the development of solutions based on AI.

Last mile technology is a major bottleneck, says logistics leader at Amazon Brazil | MORNING CALL

The strategy is also connected to the investments made by AWS in the country. Over the last few years, the cloud computing division has expanded its local presence and started to incorporate artificial intelligence tools into the portfolio offered to Brazilian companies.

Fast deliveries and Amazon Now drive expansion
In addition to the expansion in technology, logistics also continues to be one of the main pillars for the company's Brazilian operation.

In 2025, Amazon recorded the fastest delivery speeds in its history in the country, with more than 50 million items delivered to Prime subscribers on the same or next day.

The advance follows the expansion of the national logistics network and the launch of Amazon Now, a service that promises deliveries in up to 15 minutes for supermarket products and personal items.

For Ghani, the search for convenience has been a striking characteristic of the Brazilian consumer.

"Brazilians have always been very digital. This applies to entertainment, shopping, savings and speed. That's why we're innovating with different payment methods, more live sports and services like Amazon Now, which delivers essential items in minutes, not days," he said.

The executive also emphasized that Brazil has become one of the company's most advanced markets in the adoption of local solutions, including payments via Pix, NuPay and installments.

World Cup expands entertainment strategy
In the year of the World Cup, Amazon sees entertainment as one of the main gateways for new users.

The company is an official sponsor of the Brazilian football teams and is preparing special coverage of the 2026 World Cup. The broadcast will be carried out in partnership with CazéTV and will be available at no additional cost to Prime subscribers.

According to Ghani, the strategy is part of the local adaptation of the service and seeks to bring the platform closer to central elements of Brazilian culture.

"Nothing is more important to Brazilian culture than national teams. We want to be part of this moment and offer subscribers an increasingly relevant experience," he said.

Coverage will include live broadcasts, special content and discussion rooms about the matches, expanding the platform's presence in one of the most watched sporting events in the world.

For Amazon, the initiative also strengthens the Prime ecosystem by encouraging the discovery of other subscription services, such as streaming, music, games and shopping.

Prime Day will be the biggest ever held in Brazil
Another focus of the company for the second half of the year is Prime Day, Amazon's main promotional event, which will take place in Brazil between July 1st and 7th.

The company's expectation is to repeat the record performance recorded in 2025, considered the biggest Prime Day in Amazon's history in the country.

During the seven-day campaign, subscribers will have access to hundreds of thousands of offers in categories such as electronics, books, beauty, food, home items and personal care.

According to Ghani, the objective of the event goes beyond increasing sales.

"We are living in a time of economic uncertainty in different parts of the world. Prime Day is a way to help families make more of their budget. That's why we see the event as a celebration for Prime members," he said.

The expansion of Prime Day and local investments reinforces the company's vision that Brazil will continue to occupy a central position in its global growth strategy, whether through artificial intelligence, entertainment, logistics expansion or the advancement of e-commerce.

*Under the supervision of Pedro Zanatta

Source: CNN