By Brazil Stock Guide – Amazon (AMZN) is ramping up its operations in Brazil with an overhaul of its internal hierarchy and a stronger focus on local decision-making. In early 2026, the e-commerce giant reshaped its leadership structure, bringing its global vice president, Amit Agarwal, closer to the company’s Brazil operations. This restructuring aims to streamline processes and foster faster decision-making, a crucial shift as Amazon aims to bolster its competitive edge in one of the world’s largest emerging markets.
The move has already had a significant impact, with Amazon registering impressive growth in its marketplace. In the first quarter of 2026, the company added more products to its Brazilian marketplace than in the entire previous year. Additionally, the company is accelerating its logistics network expansion, inaugurating a new center every week since January 2026. Amazon now has over 300 logistics centers across Brazil, with a notable presence in the North and Northeast regions.
Agarwal, who has been with Amazon for over 27 years, acknowledged that while the company has made significant investments in Brazil, including R$ 55 billion over the past decade, there’s still a large untapped market. The Brazilian e-commerce sector remains relatively underdeveloped, with digital sales representing only 15% of total retail sales. However, Amazon sees a tremendous opportunity in this gap.
The company’s competitive positioning has shifted as it goes head-to-head with Mercado Livre and Shopee, both of which have rapidly gained market share. Amazon is focused on long-term goals, aiming to become the leader in Brazil’s e-commerce market. Agarwal emphasized that Amazon is not interested in being a follower in emerging markets and pointed to the company’s successful leadership in India as a model for success in Brazil.
The company is also investing heavily in attracting new sellers, having eliminated storage and shipping fees for its Fulfillment by Amazon (FBA) program in Brazil. This move, which benefits small and medium-sized businesses, is part of a broader strategy to increase Amazon’s presence in the marketplace. Additionally, Amazon has been offering aggressive discounts and increasing its visibility during key sales events, such as Black Friday, challenging local competitors directly.
Amazon’s strategy is clear: continue expanding its presence and investment in Brazil to capture a larger share of the growing e-commerce market. As the company navigates intense competition from local and international rivals, its focus on customer experience and technological innovation remains at the forefront of its efforts.
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