Key facts
- Fresh food offerings have boosted demand for Amazon's 15-minute delivery service in Brazil.
- Amazon has increased its product range for the Brazilian market by 15%.
- The service, Amazon Now, marks Amazon's entry into fresh and frozen foods in Brazil.
- Amazon partnered with Colombian delivery app Rappi for logistics in Brazil and Mexico.
- Demand for items like soccer stickers, snacks, and beverages was boosted by the World Cup.
Fresh food offerings have significantly boosted demand for Amazon's 15-minute quick-delivery service, Amazon Now, in Brazil, according to Fernanda Grumach, the shopping experience director at Amazon's Brazilian operations. The company has responded by increasing its range of products for the market by 15%, with a notable expansion in fruits and vegetables.
Amazon Now, which promises deliveries within 30 minutes in parts of major U.S. cities, has been expanded to global markets including Mexico, India, Japan, and Britain for ultra-fast deliveries of everyday essentials and groceries. The service marks Amazon's debut in fresh and frozen foods in Brazil, a country that has become a priority for the U.S. firm.
The service was initially launched with grocery deliveries in select areas of eight Brazilian cities and is expanding its coverage. Amazon has partnered with Colombian delivery app Rappi for Amazon Now in Brazil and Mexico, sharing logistics hubs. Grumach noted that demand drivers can vary by market, citing Mexico's World Cup demand as a forward-looking indicator for Brazil.
In Brazil, Amazon competes with e-commerce platforms MercadoLibre and Shopee, and may soon rival iFood, a meal delivery app owned by Dutch investment group Prosus. The World Cup also boosted demand for items like soccer stickers, snacks, and beverages.