How has the inclusion of fresh foods impacted Amazon Now's performance in Brazil, according to the executive?

According to Fernanda Grumach, Amazon's shopping experience director in Brazil, fresh food offerings have 'helped boost demand' for Amazon Now in the country, and the company was 'very positively surprised by fresh food acceptance, which we hadn't sold before'; as a result, Amazon expanded its Amazon Now product range in Brazil by 15%, with a 'major increase in the fruit and vegetable range'.

What strategic partnerships and market expansions support Amazon Now's rollout in Brazil?

Amazon partnered with Colombian delivery app Rappi for Amazon Now in Brazil and Mexico—including sharing logistics hubs—and launched the service initially in select areas of eight Brazilian cities, later expanding coverage to include Osasco in São Paulo's metropolitan area; the service marks Amazon's debut in fresh and frozen foods in Brazil, a market where rival Walmart exited a decade ago and where Amazon now competes with MercadoLibre, Shopee, and potentially iFood.

Fresh Foods Boost Amazon Now Demand in Brazil, Executive Says

Jul 7, 2026

Amazon increased its Amazon Now fresh food range by 15% in Brazil due to strong consumer demand, leveraging logistics partnerships with Rappi while competing with local rivals.

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