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Amazon Basics arrives with items for home, pets, and office, with products stored in Brazil and same-day delivery for Prime subscribers. The launch occurs on the eve of Prime Day and reinforces Amazon’s bet in the country, which cites a network of over 300 distribution centers.
Amazon launches its own brand in Brazil a week before Prime Day, after investing R$ 19 billion in the country in 2025 and setting up a network of over 300 distribution centers in all states. The move reinforces the company’s expansion in Brazilian retail.
According to Revista PEGN, the e-commerce giant Amazon announced on June 24 the launch of its own brand in Brazil, Amazon Basics, which already has a global presence. The brand features products in categories ranging from pet items and home organization to computer accessories, office items, and tools, and the launch occurs a week before Prime Day 2026, which will take place between July 1 and 7. According to the company, the brand will have products stored locally in Brazil, with same-day and next-day delivery options for Prime subscribers, as well as coupons of up to 15% on selected items.
The arrival of Amazon’s own brand in Brazil
The e-commerce giant Amazon announced on June 24 the launch of its own brand in Brazil, Amazon Basics, which already has a global presence.
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The brand has products in categories ranging from pet items and home organization to computer accessories, office items, tools, and desk accessories.
The launch happens a week before Prime Day 2026, which will occur between July 1 and 7, and seeks to reinforce a moment of logistical expansion for the company, which has been expanding its portfolio in the country.
The arrival of Amazon Basics adds a local line to the Brazilian catalog.
R$ 19 billion and more than 300 distribution centers
Amazon reported having invested R$ 19 billion in Brazil in 2025, five times the annual average since its entry into the country.
According to the company, the expansion of the retail and marketplace portfolio and the growth of the logistics network, which already totals more than 300 distribution centers and delivery stations in all states and the Federal District, created the conditions for the arrival of Amazon Basics.
“Offering a complete, end-to-end shopping experience,” said Juliana Sztrajtman, president of Amazon Brazil, about the brand, in a statement.
According to the company, the brand will have products stored locally in Brazil and will allow Prime subscription members to have same-day and next-day delivery options.
The company also mentions coupons of up to 15% on selected products as part of the brand’s arrival strategy.
The private label market in Brazil
To justify the investment, Amazon cites a survey by NielsenIQ conducted for the Brazilian Association of Private Label and Outsourcing (ABMAPRO), which pointed out that private label items reached 34% penetration in the country’s households, with an annual growth of 9.2% in 2025.
The company sees a strategic opportunity in this scenario.
According to the company, this opportunity arises from the low participation of private labels in the total retail revenue.
In Brazil, according to the data cited by Amazon, this share fluctuates between 8% and 15%, well below the more than 40% observed in European countries.
Prime Day and the numbers from the USA
The Brazilian launch takes place in the wake of Prime Day, the season that Amazon uses to boost sales.
In the United States, the event began at the start of the week, and online purchases reached $8.3 billion on the first day, surpassing the company’s previous estimate of $7.9 billion, according to Adobe, as reported by Bloomberg.
Adobe, which monitors visits to retail sites, expects total online spending to reach $26.3 billion during the four-day event, an increase of 9% compared to last year.
The numbers from the American market give a sense of the commercial weight that Amazon hopes to reproduce in Brazil.
Amazon launched its own brand Amazon Basics in Brazil a week before Prime Day 2026, betting on the R$ 19 billion it claims to have invested in the country in 2025 and a network of more than 300 distribution centers in all states.
The company sees a strategic opportunity in the Brazilian private label market which, according to data it cites from NielsenIQ for ABMAPRO, reaches 34% penetration in households, but only 8% to 15% of retail revenue, compared to more than 40% in Europe.
Meanwhile, in the United States, Prime Day has already moved billions, according to Adobe, signaling the scale that Amazon hopes to achieve in the country.
And you, what do you think of Amazon’s bet with its own brand in Brazil? Do you believe that Amazon Basics will change the private label market in the country? Share your opinion and exchange ideas with other readers about business and retail.
