SAO PAULO, March 3 (GeokHub) - Amazon on Tuesday introduced its rapid-delivery service “Amazon Now” in Brazil, promising customers essential items and groceries within 15 minutes as the tech giant intensifies its expansion across Latin America’s largest economy.
The service debuted in Sao Paulo and is scheduled to expand to seven additional cities by March 9, according to company executives. A broader nationwide rollout is planned in subsequent phases.
Fernanda Grumach, shopping experience director at Amazon Brasil, said the company views Brazil as a central focus for new investment. “Brazil has become a priority among the countries in which Amazon invests,” country head Juliana Sztrajtman told reporters, while clarifying later that the company does not formally rank markets by priority.
Free Delivery for Prime Members
Amazon Now will offer free delivery for members of its Prime loyalty program, while non-members will pay a delivery fee of 5.49 reais (approximately $1.04). The company added that it will waive service fees for an initial, unspecified period.
The service will operate in partnership with delivery platform Rappi, aiming to strengthen last-mile logistics in densely populated urban centers.
Amazon previously launched Amazon Now in Mexico and already offers the service in the United States.
Rising Competition in E-Commerce
Brazil’s e-commerce market has grown increasingly competitive, with Amazon facing strong rivals including MercadoLibre and Shopee, owned by Sea Ltd.
In recent months, Amazon has signaled a more aggressive stance in Brazil, rolling out promotions and reducing logistics fees for third-party sellers to increase platform activity. Executives said the strategy is designed to expand both customer traffic and seller participation.
“Every portfolio expansion attracts new sellers,” Sztrajtman noted, adding that Amazon Now is expected to increase customer engagement and platform traffic.
