Amazon announces the launch of Amazon Basics in Brazil: its own global brand, offering products with proven quality and competitive prices. The launch takes place on the eve of Prime Day 2026 and reinforces a year of logistical expansion and growth of a quality portfolio in the country, consolidating Amazon's long-term commitment to the Brazilian consumer.
The catalog features hundreds of products across various categories, including pets, home organization, computer accessories, office supplies, tools, and desk accessories. With products stored locally in Brazil, Prime members can take advantage of same-day and next-day delivery options. Products include real customer reviews, allowing Brazilian consumers to shop with confidence from day one.
According to the most recent survey by NielsenIQ (NIQ) for ABMAPRO (Brazilian Association of Private Label and Outsourcing Brands), the national private label market is experiencing rapid growth. The study indicates that 69% of Brazilians consider these products to be an excellent value-for-money option. Reflecting this scenario, private label items have reached 34% penetration in Brazilian households, registering an annual growth rate of 9.2% in 2025. Even so, the share of private label brands in the total revenue of Brazilian retail fluctuates between 8% and 15% — well below the more than 40% seen in European countries.
For Amazon, this scenario represents a strategic opportunity to offer consumers an alternative with a trusted brand, competitive prices, and fast, secure delivery. With the launch, the brand has a dedicated, category-curated store within Amazon.com.br, making it easier for consumers to discover its product portfolio.
“At Amazon, we are constantly listening to what our consumers want — and Amazon Basics is a direct reflection of that listening. Bringing this brand to Brazil means offering a complete, end-to-end shopping experience: we validate the quality, curate the selection, and guarantee the speed of delivery. Our commitment is to continue bringing convenience that connects with the reality and needs of the local consumer. The customer searches, we deliver,” says Juliana Sztrajtman, president of Amazon Brazil. Prime members, who already enjoy fast and free deliveries on millions of products, now have the same benefit and convenience for Amazon Basics items, in addition to coupons of up to 15% on selected products. With fast and free delivery on Amazon Basics, Brazilian consumers find quality products at competitive prices — delivered to their door.
In 2025, Amazon invested R$19 billion in Brazil — five times the average annual investment since entering the country. Expanding its portfolio of retail and marketplace products, and a logistics network that already has more than 300 logistics centers in all 26 states and the Federal District, enabling deliveries in minutes and hours in Brazil's main cities. Amazon Basics arrives as a natural part of this moment — another way to deliver value to the consumer, with the infrastructure, quality, and trust that Amazon has already built in the country.
