Amazon Marketplace Wants to Awaken Mexican Sellers’ Potential

Q: How would you describe Amazon Marketplace's positioning within the country's e-commerce ecosystem?

A: Our positioning in Mexico is grounded in the scalability and reliability of our technological infrastructure, which enables us to deliver on three strategic pillars: selection, pricing, and convenience. We have developed a digital ecosystem where customers can access a vast catalog of products, ranging from essential to highly specialized items, backed by dynamic pricing algorithms and a network of fulfillment capabilities that ensure speed and flexibility. We complement this with local adaptations such as interest-free installments and buy now, pay later models to support purchasing power in the Mexican market.

Q: What do you consider to be the key differentiating factors of Amazon Marketplace compared to other marketplaces operating in Mexico?

A: Our differentiation lies in the integration of technology and logistics within a single, seamless value chain. The platform functions as a closed-loop system where tens of thousands of sellers contribute to a high-volume inventory, fueling our machine learning models that personalize user experiences and optimize discoverability. This is reinforced by a nationwide logistics framework that enables high-speed fulfillment, as well as a suite of locally adapted financial tools. The result is an ecosystem with built-in scalability, resilience, and customer loyalty that is difficult to replicate.

Q: How does Amazon translate its "customer obsession" approach into tangible advantages for sellers who choose to operate within the marketplace?

A: Our model provides sellers with immediate market access and national reach. Our infrastructure enables businesses to scale rapidly. Data shows that 80% of packages are delivered to a different state than the seller’s origin. Additionally, we facilitate global expansion by providing Mexican sellers with structured pathways to export through Amazon’s international stores, beginning with the United States and expanding to other global markets.

Q: What impact has the incorporation of SMEs, entrepreneurs, and artisans into the platform had on the Mexican digital economy and how does Amazon measure this added value?

A: We support about 27,000 Mexican businesses on Amazon Marketplace, a number that is growing by 28% annually. Collectively, these sellers offer over 5 million products and have contributed to the creation of about 52,000 jobs. Our data indicates that sellers experience an average sales growth of 93% within their first three years on the platform. Furthermore, 3,000 of these businesses are already exporting to the United States or to the other countries where Amazon has a presence. These metrics illustrate our measurable impact on digital inclusion, job creation, and export diversification.

Q: How are Amazon Logistics and Easy Ship transforming sellers’ operations in Mexico?

A: Amazon Logistics and Easy Ship have fundamentally redefined last-mile delivery for our sellers. The first allows us to simplify our sellers’ operations by handling inventory storage, order preparation, shipping, and customer service. Easy Ship, in contrast,facilitates broader product reach across more states through Amazon’s distribution network. Both models give sellers access to competitive rates and scalable distribution, which are typically out of reach for SMEs acting independently.

Q: What mechanisms exist within the platform to protect intellectual property and ensure trust for both the seller and the consumer?

A: We offer brand protection through the Amazon Brand Registry, which gives registered trademark holders full control over their listings and access to proactive enforcement tools. This framework reduces unauthorized modifications and counterfeit listings, ensuring that customers receive authentic products while safeguarding sellers' intellectual property.

Recognizing the gap in formal trademark registration among emerging businesses, we launched the IP Accelerator. This initiative connects sellers with vetted IP law firms offering services at pre-negotiated rates to facilitate registration with the Mexican Institute of Industrial Property (IMPI). Once registered, sellers unlock advanced tools such as A+ Content, Brand Stores, and detailed analytics to scale effectively while maintaining brand integrity.

Q: What strategic support or guidance does Amazon provide to Mexican sellers to help them scale and succeed on the platform?

A: We focus on capacity building through Seller University, which offers a structured, multi-tier curriculum covering logistics, pricing, advertising, and brand positioning. This is supplemented by live webinars, interactive sessions with Amazon specialists, and our annual Amazon Conecta event. In 2024, these initiatives collectively trained over 22,000 Mexican entrepreneurs. Our goal is to close the operational knowledge gap and equip sellers with the tools to scale profitably and sustainably.

Q: How are Mexican sellers leveraging the technological capabilities and integrated services of Amazon to improve their sales and operations?

A: Sellers are increasingly relying on our logistics infrastructure to streamline operations and improve service levels. Our Fulfillment by Amazon (FBA) model allows sellers to delegate end-to-end logistics from pickup to returns to us, so they can concentrate on product innovation and brand development. By decoupling operations from logistics, we enable sellers to accelerate delivery, reduce costs, and maintain scalability during peak demand periods.

Q: How does Amazon Marketplace use AI and data analysis to improve the experience for both sellers and consumers?

A: AI is embedded across our operations to optimize performance and user experience. In logistics, AI determines optimal packaging dimensions to reduce material use and emissions, supporting our sustainability objectives. We recently launched a Generative AI tool that automates the creation of high-quality product listings. By inputting a basic title or image, sellers receive optimized descriptions, bullet points, and titles, improving discoverability and conversion rates while reducing time to market.

Q: How does Amazon’s "Strive to be Earth's Best Employer" principle benefit employees?

A: In Mexico, we employ over 10,000 individuals, predominantly within our operations network. Our organizational culture is anchored in Amazon’s Leadership Principles, which serve as decision-making frameworks and evaluation criteria across all levels. These principles ensure alignment and consistency, allowing us to scale talent development across geographies while maintaining operational excellence and a strong internal culture of accountability and empowerment.

Q: What changes have you observed in the behavior of the Mexican digital consumer, and how is Amazon Marketplace adapting to stay aligned with these new expectations?

A: The Mexican digital consumer has become increasingly sophisticated, demanding speed, flexibility, and personalized experiences. Mexico remains among the top five fastest-growing e-commerce markets globally. In response, we continue to enhance our core pillars by expanding selection, optimizing pricing models, and accelerating delivery, while integrating services like real-time tracking, multiple pickup options, and tailored payment solutions to meet evolving expectations.

Q: What structural challenges does e-commerce currently face in Mexico, and how will Amazon respond to these barriers?

A: We view structural challenges as strategic opportunities. For example, we are aligned with federal initiatives like the Plan México to enhance the visibility and distribution of locally made products. We support SMEs by expanding their digital reach, promoting exports, and leveraging our marketplace infrastructure to scale their operations both nationally and internationally. These efforts contribute directly to the broader economic and industrial policy objectives of the country.

Amazon Marketplace, Amazon's e-commerce platform, enables third-party sellers to offer their products to millions of customers, leveraging Amazon's infrastructure, logistics, and technology to scale their businesses.