A Amazon hired more than 13,000 employees for the last quarter of 2025, in an operation for Black Friday and year-end parties in Brazil. The hiring, in line with the opening of 100 new logistics centers across the country throughout the year, aims to intensify its operational capacity during the period of greatest retail demand.
Last week, the . The cuts were planned to reduce expenses and compensate for hiring during the pandemic, which saw spikes in demand for online shopping.
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However, the company confirmed that . Throughout the year, it managed to expand 2 logistics centers per week throughout the national territory, expanding its storage and shipping capacity. Furthermore, it increased its jobs, going from 18 thousand to 36 thousand direct and indirect jobs between 2024 and 2025.
A Amazon Brazil promises to deliver its biggest and fastest Black Friday ever, with more items arriving on the same or next day. For the company, this projection is the result of a 10-year investment in the country, totaling more than R$55 billion invested in areas such as logistics, technology, cloud services, job creation and training.
AI in Amazon operations
A: From personalized recommendations, product review analysis and catalog enrichment, to demand forecasting and efficient operational planning.
Globally, the tool influences around 75% of orders delivered. Furthermore, using the platform reduced the implementation time of each logistics center by 77%.
Just over three months ago, Andy Jassy, the company’s CEO, had signaled that he could .
“It’s difficult to know exactly where this will be reflected over time, but over the next few years, we expect this to reduce our total corporate workforce as we realize efficiency gains from the extensive use of AI across the company,” he wrote in a note to employees.
