Amazon Accelerates 15-Minute Delivery Push in Brazil

The expansion marks a significant shift for the platform, which previously focused on non-perishable goods in the region. To support this growth, Amazon has increased its Brazilian product catalog by 15%, betting that ultra-fast fulfillment can lure shoppers away from established rivals like MercadoLibre and Shopee. The move also positions the tech giant for an eventual showdown with iFood, the dominant force in local food delivery.

Fernanda Grumach, Amazon’s shopping experience director in Brazil, noted that the velocity of fresh food demand surpassed internal projections. The company has utilized major cultural catalysts, such as the World Cup, to test its supply chain limits, seeing marked spikes in demand for snacks and soccer-themed merchandise during matches. This strategy mirrors the service's rollout in international markets including Mexico, India, and Britain, as Amazon attempts to replicate its global quick-commerce model in Latin America's largest economy.