Even after four years in the country, Amazon moves forward with caution

"We''re in no rush," says Alex Szapiro, General Manager of Amazon in Brazil since the arrival of the company here in December 2012. The answer is the same for one of the most frequently asked questions made the Executive: after all, when Amazon will be in Brazil the power in the United States? "The culture of the company is that we only go to a next phase when we feel we''ve done something," explains State Office Szapiro Amazon, in the southern area of São Paulo.
Amazon started in the country only selling the Kindle, its e-reader, and a library of digital books in Portuguese 13000 – today are digital volumes 97000. In August 2014, Amazon went on to sell physical books in the country. The relationship with the publishers was difficult, on account of the Retrospect of the company in negotiations in the United States. "It was frustrating," says Szapiro.
Today, the situation is different. "They are exemplary in the negotiation and open many data to us about sales," says an editor who preferred not to be identified. "Our only fear is that they change their stance when they become market leaders."
The increased confidence in the company also was reflected in growth. Without revealing absolute numbers, Szapiro asserts that the business increase to a double-digit rate annually, whereas Kindle sales, physical and digital books and even the signature service of digital books, Kindle Unlimited. "Today, Brazil is at the forefront of the world Unlimited", says the Executive, referring to the participation of the service in the local revenue of the company.
Cloud. Besides selling books, the company has other business in the country: there is the application store for Android, Amazon Appstore, and the Prime Video streaming service, newcomer to the Country with reduced catalog. "We have the challenge to improve it over time," says Szapiro.
Outside the umbrella of Szapiro, there is also operation of Amazon Web Services (AWS), which has at least six data centers in the region. Among the customers are startups like Nubank and Pocket Guide, but also giants such as Gerdau and Ministry of planning.
Competition. Even stating that there''s no rush, Szapiro says there are new projects coming to Brazil – he did not reveal details. Today, the company has more than 100 slots open in the country.
The main challenge of the Amazon in Brazil is becoming more known. "For a large part of the population, Amazon means nothing," says Pedro Guasti, President of consulting firm specializing in electronic commerce E-Bit. "It''s going to take an effort to make the brand better known."
One example cited by Guasti''s marketplace-service that allows third-party ads within the online store. In Brazil, the company does not offer the feature, which is present in e-commerce as Ponto Frio and sub. "You can''t underestimate the Amazon," says Guasti. "But Brazil is a different beast and the local market follows growing."