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Focusing on Logistics, Technology, and Artificial Intelligence, American Giant Strengthens Presence in the Country
Amazon in Brazil has consolidated its operation with an impressive investment volume: R$ 55 billion over the last decade. The state of São Paulo leads as the main beneficiary, having received R$ 47 billion of this total, followed by Pernambuco, Rio de Janeiro, and Minas Gerais.
In addition to infrastructure and logistics, the growth of e-commerce and advances in artificial intelligence have guided the company’s decisions. Amazon Brazil’s president, Juliana Sztrajtman, and the AWS director, Cleber Morais, confirm that the country has become a strategic hub due to its robust internal market, skilled workforce, and innovative solutions like Pix.
São Paulo Concentrates Almost All Amazon’s Investment
Of the total amount invested by Amazon in Brazil, about 85% was allocated solely to the state of São Paulo. The funds were primarily applied to distribution centers, technological modernization, network infrastructure, and talent development. According to the company, the number of direct and indirect jobs has doubled since its arrival: it increased from 18,000 to 36,000 positions.
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Amazon’s participation in online retail has also skyrocketed. In 2019, the company accounted for 4% of sales in Brazilian e-commerce. Today, this number ranges between 15% and 20%, reflecting the accelerated growth of the consumer base and the strengthening of the brand in the country.
Artificial Intelligence as a Global and Local Priority
Amazon in Brazil is keeping pace with the company’s global movement toward artificial intelligence. By 2025, Amazon plans to invest US$ 100 billion (about R$ 550 billion) in AI worldwide. In Brazil, the results are already visible: about 75% of deliveries use AI algorithms to optimize routes based on time and safety.
The technology has also transformed consumers’ digital experiences. In less than a year, Amazon updated 1.5 million pages on its website with the help of AI—a process that would manually take five years. In streaming, Prime Video applies AI both in content recommendations and in the production stages of original films and series.
Local Strategy and Impacts of the External Scenario
Even with the protectionist policy of the U.S. government—such as the tariffs imposed by President Donald Trump—Amazon does not foresee direct negative impacts in Brazil. The focus of the operation is to serve the internal market. However, local suppliers who export may face new challenges with the changes in export tariffs.
Still, the company is assessing ways to adapt its supply chain if the impact intensifies. According to Juliana Sztrajtman, Amazon’s commitment to Brazil remains strong, prioritizing technological innovation, logistical efficiency, and consumer experience.
Do you think Amazon’s investments will strengthen the technology sector in Brazil? Or should the country invest more in national solutions? Leave your opinion in the comments—we want to hear from those who live this closely.
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