Amazon.com Inc. is strengthening its presence in Brazil through a new partnership with a Brazilian financial firm—Nubank, the country’s leading digital bank. The e-commerce company will offer Nubank's customers a lot of special payment options, including more credit to shop on the online store.
Brazil is Latin America’s largest economy, and Amazon focuing on the region is a move aimed at driving e-commerce growth and deepening financial inclusion—especially as online competition heats up for the holiday season. So, it's wise that businesses stand out with unique strategies, creative campaigns, and personalized content to capture consumer attention and drive sales.
Brazil is one of the countries with the greatest potential to bring new customers to Amazon globally. We have a large population, which is very engaged online and that buys from e-commerce, so we have the possibility of bringing one of the largest numbers of new customers to Amazon globally.
said Juliana Sztrajtman—the current country head (President) of Amazon.com Inc.’s Brazil operations.
This is obviously what Amazon and Nubank are doing. Under the partnership, Amazon’s Brazilian e-commerce platform will integrate Nubank’s digital payment service, NuPay. This will give Nubank customers access to additional credit lines, extended installment plans, and other exclusive payment benefits, the companies said in a joint statement as they released the update.
In particular, the partnership provides an opportunity for Nubank to increase engagement with its customers and reinforce its position as a key player in Brazil’s credit and payments ecosystem. Although the partnership is expected to bring mutual benefits because Amazon also stands to gain higher sales volume and stronger customer loyalty by making purchases more accessible.
The rollout of the new feature will proceed gradually, reaching all users within the next few weeks. But at first, shoppers (consumers) will be able to buy on the Amazon's Brazil online store in up to 24 installments with interest, and the eligible Nubank customers will gain access to additional credit.
Meanwhile, as the feature continues to rollout, Nubank plans improve its by introducing interest-free credit and debit options for its cardholders when shopping on Amazon.
Fausto Ibarra, Nubank’s Vice President of Digital Ecosystem, said the collaboration merges Nubank’s credit expertise with Amazon’s extensive product range to create a more convenient shopping experience for millions of Brazilians. He cited payment flexibility is one of the most essential factors that boost online purchasing decisions.
Amazon and Nubank Face Growing Rivalry from MercadoLibre
Competition in Brazil’s e-commerce market is heating up as companies race to attract more customers ahead of the holiday season. MercadoLibre, one of Amazon’s biggest rivals in Latin America, recently reduced its free shipping threshold to just 19 reais (about $3.50) and announced plans to distribute 100 million reais in shopping coupons throughout November so that it can boost sales before Black Friday.
MercadoLibre's financial arm, Mercado Pago, now serves over 72 million users. The most of Mercado Pago activities are concentrated in Brazil. Nubank, meanwhile, has grown even larger. The bank has reached approximately 123 million customers by midyear. Credit cards—which is the bank's most popular product—contribute less to overall profits because most Brazilians use them for no-interest transactions.
According to the national card association Abecs, nearly 99% of card purchases in the first half of this year carried no interest, and the no-interest installment system alone accounted for 41% of all card spending.
Amazon, which has offered its own Prime credit card in Brazil since 2023 through a deal with Banco Bradesco, continues to use these flexible payment features to attract and retain customers. However, it's important to also note that Amazon hasn’t revealed how many cards have been issued so far in Brazil.
