1. Amazon Quietly Launches Amazon Mercado in Brazil
Amazon has rolled out another new initiative recently — on October 16, it quietly launched a brand-new online platform in Brazil called Amazon Mercado. Its positioning is crystal clear: it focuses exclusively on “everyday essentials,” including daily-use items like food and beverages, cleaning supplies, personal care products, health supplements, and pet supplies.
2. Solving Bulk Shopping Pain Points + Localized Design
Have you ever struggled with wanting to stock up on affordable daily necessities, only to have to add each item to your cart one by one? Amazon Mercado is designed to fix this exact hassle — its core goal is to simplify this process and make “bulk shopping” more convenient.
A notable detail: the platform was developed by Amazon’s local Brazilian technical team. It also features a “virtual aisle-style” category interface, meaning when you swipe across the screen, it feels like walking down the aisles of a physical supermarket. This makes finding items more intuitive, and it’s clear Amazon put thought into “aligning with Brazilian users’ habits.”
3. Tangible Discounts: Two Key Promotions
Attracting users isn’t just about the interface — the most important draw is real, practical discounts. Currently, the platform offers two promotions:
- “Mais por Menos”: Get a 10% discount when you buy 10 or more items, perfect for large families or anyone shopping in bulk.
- “Programe & Poupe”: Save 5% to 10% on repeat purchases. For example, if you buy laundry detergent or cat food every month, setting up recurring orders lets you automatically enjoy the discount. This tactic is aimed at retaining “high-frequency consumers.”
4. Prime Member Benefits: Free Shipping & Same-Day Delivery
A more crucial perk for Prime members: shopping on this new platform comes with free shipping across Brazil. What’s more, Amazon plans to launch “same-day delivery” in multiple Brazilian cities in the future.
It’s worth noting that everyday items demand “speed” — even next-day delivery can feel too slow for many. Once same-day delivery is implemented, it will take the platform’s appeal to a whole new level.
5. Why a Brazil-Exclusive Platform?
The logic behind Amazon’s launch of this dedicated platform in Brazil is straightforward: everyday essentials are a “high-frequency, essential goods segment” with high user repurchase rates, which helps Amazon solidify its foundation in the Brazilian market.
Previously, Amazon may have focused more on “non-urgent” categories in Brazil, such as 3C products and home goods. By filling the gap in the everyday essentials segment this time, Amazon is essentially bringing “users’ daily spending” into its own ecosystem.
Additionally, the local team’s development efforts, targeted promotions, and logistics planning all reflect a focus on “localization.” After all, Brazil is a major e-commerce market in South America with no shortage of competition — to gain a firm foothold, Amazon needs to be “grounded.”
6. Uncertainties for the Platform’s Success
That said, the platform’s success is still up in the air: Will local Brazilian e-commerce players in the everyday essentials space respond with countermeasures? Can the “same-day delivery” logistics coverage roll out on schedule?
At the very least, Amazon’s move seems well-calculated right now — it has addressed the pain points of “high-frequency, essential needs” and tapped into user demands through localization and discounts.
7. A Question for Readers
Finally, let’s turn to you: If you were in Brazil, would you use this dedicated everyday essentials platform to stock up? Between “repeat purchase discounts” and “same-day delivery,” which one would appeal to you more?
