Amazon Intensifies Brazilian E-commerce Dispute with New Logistic Incentives

Amazon is raising competition in the Brazilian e-commerce market by offering significant new incentives in its logistics program, Fulfillment by Amazon (FBA). These measures, which include exemption from tariffs and free collection and storage, aim to attract new sellers and retain existing ones, signaling a strategic focus of the American giant in the country.

New Logistic Incentives from Amazon

The current Fulfillment by Amazon (FBA) promotion offers up to 30 days of logistical fee exemption for new sellers, covering collection, storage and delivery. For already registered sellers, benefits include management fee exemption for products above R$ 100 and a single tariff of R$ 5 for items up to R$ 99.99. In addition, the entire month of February offers full exemption from collection and storage fees.

To maintain these benefits, sellers need to invest a minimum of 3.5% of eligible product revenue in sponsored ads on Amazon Ads during the current month.This is not the first time Amazon has invested heavily in FBA; in December 2025, the program was made free in Brazil, with cost reductions also on other services such as “elivery By Amazon (DBA)” and “FBA Onsite”.

Brazil: A Strategic Priority for Amazon

Juliana Sztrajman, president of Amazon Brazil, highlighted that Brazil is a global strategic priority for the company. The company has invested massively in its logistics network in the country, adding more than 100 new logistics centers in 2025. Amazon's technological infrastructure supports more than 100 thousand partner sellers in Brazil.

The implementation of artificial intelligence and automation, developed by local teams, has accelerated the transformation of Brazilian operations. This has allowed a significant growth, from one to more than 250 logistics centers in six years, reducing the implementation time of each center by 77% and expanding the selection of products from 1 million to 180 million items.

Competition Intensification in E-commerce

Analysts at Goldman Sachs point out that Amazon's logistical incentives intensify the dispute in Brazilian e-commerce. Comparing logistics rates, Amazon and Shopee have lower costs than Mercado Livre, especially for products in the R$ 180 range. Amazon has a rate of 13%, Shopee varies between 22% and 26%, and Mercado Livre reaches 26%.

However, sellers report concerns about delays in collecting and managing inventory, as well as doubts about Amazon's storage capacity.The dispute is also reflected in consumer preference. Studies indicate that Mercado Livre and Shopee dominate online shopping in Brazil, with adoption rates between 73% and 84%, driven by speed of delivery and competitive prices. Amazon appears next, with 39% of adoption, followed by Shein (37%), Americanas (29%) and Magalu (28%).

Global GWI Study, Jun 2024

• logistical incentives and dispute in e-commerce, MundoLogistics.