A true war operation is being mounted at the Amazon Distribution Center, in Cajamar in Greater São Paulo, to sustain the . The retailer’s biggest promotion went from being just one day to becoming an entire week of discounts, mobilizing the entire company in one of the largest logistics operations in Brazilian retail, capable of processing up to 10 thousand packages per hour.
To support the seven days of offers, which will take place between July 1st and 7th, the company has set up a gigantic structure, which involves everything from hiring 9,000 temporary workers across the country to strengthening artificial intelligence and the air network for deliveries.
The company’s expectation is that the 2026 edition will be the largest ever held in the country. The event arrives driven by the growth of the Prime subscriber base, the proximity of the World Cup and the advancement of ultra-fast deliveries, which today reach part of consumers within a few hours through the Amazon Now service.
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At the heart of this operation is the Cajamar Distribution Center, considered by the company to be the most technological in Latin America. Opened in February 2025, the complex occupies 75 thousand square meters, has more than three kilometers of automated conveyors and currently employs around 3,500 direct and indirect employees.
During Prime Day, the facility will operate at full capacity. According to Ana Laura Bueno, operations leader at the logistics center, planning began months before the opening of offers.
“The peak in receipt of goods has been happening for weeks. To organize everything, we use artificial intelligence to analyze sales history, search trends and demand by region to position stocks strategically before the event even starts”, he stated.
Technology helps decide not only which products will be in greatest demand, but also where they should be stored within the company’s logistics network and how they should be separated and organized for shipping to the customer. Today, Amazon operates around 300 logistics hubs in Brazil, including distribution centers, sorting centers and delivery stations.
Amazon’s total stock currently stands at 15 million products in its center, 60% of which come from partners selling through its marketplace, and 40% from its own merchandise. The organization of all this by AI will divide, for example, single orders (or singles) from multiple orders. “Each one goes to a different place, the single goes to packaging, while the multiple order is sent to another session, where it will wait for the rest of the purchase items to be packaged together”, explains Ana Laura.
This year, consumers may still come across gift items inside their packaging. The “Premium Box” will include some Amazon products with the customer’s order, such as Alexa, JBL boxes, Kindle, among others.
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More strategic consumer
All the work seeks to reduce distances and speed up delivery times, one of the main factors in the loyalty of Brazilian consumers, as shown in a survey commissioned by Amazon from HarrisX. The study asked 2,015 consumers what was most important when purchasing and 91% of respondents indicated free shipping as the key benefit in subscription programs. Another 78% highlight delivery speed as a decisive factor in the purchasing experience.
The data reveals an increasingly planned consumer. According to the survey, 37% of Brazilians compare prices before buying, especially at large promotional events, 31% prepare a shopping list in advance and 29% wait for dates such as Prime Day and Black Friday to purchase certain products.
“The Brazilian consumer is extremely strategic. They research, compare and wait for the right time to buy. It is a different behavior from that observed in several other markets”, said Mariana Roth, leader of the Amazon Prime program in Brazil.
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In addition to the rational search for savings, the research identified an emotional component in promotional purchases. Around 76% of those interviewed said they felt satisfied when purchasing a product at a lower price, while 68% said they felt pleased to have gotten a good deal when they were able to take advantage of a worthwhile offer.
Hiring
To meet the expected demand, Amazon announced the hiring of 9,000 temporary workers across the country, a number 50% higher than that recorded on Prime Day last year. All of these new employees undergo operational and safety training before joining the operation. Preparation includes everything from the use of equipment to the correct movement of carts and volumes within warehouses.
Another important reinforcement will be the increase in air routes, with contracts signed with Latam and Azul. The company will expand the use of cargo flights to redistribute products between regions and ensure that the promise of fast deliveries is maintained even in states further away from the main logistics centers.
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Non-radar cup
The World Cup was also part of the company’s plans. The tournament takes place simultaneously with Prime Day and is already influencing demand forecasts. According to Amazon research, 41% of Brazilians consider it important to have enough food and drinks to welcome guests during major sporting events. Another 36% value the ability to purchase last-minute items and receive them quickly. Furthermore, 29% say they intend to purchase televisions, speakers or party products linked to the competition.
The company expects growth mainly in categories that are traditionally strong during sporting events, such as electronics, connected devices, home items and repeat consumer products.
Sales champions
But, interestingly, Prime Day’s best sellers are not always televisions or cell phones. According to Amazon, the best-selling products in previous editions include everyday items such as laundry detergent, toilet paper, personal hygiene products and household cleaning products.
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In total, this year’s edition will bring together millions of offers in more than 35 categories, including electronics, fashion, beauty, kitchen, home and Amazon’s own devices, such as Alexa and Kindle.
For the company, the growth of the event reflects a greater transformation of Brazilian digital retail: the race is no longer just about price and starts to involve speed, convenience and logistical capacity. So, behind the scenes, Prime Day works less like a sale and more like a stress test for one of the largest distribution networks in the country.
Amazon numbers in Brazil
- More than R$75 billion invested in infrastructure, technology and people in all regions of the country since its arrival on the market 15 years ago.
- R$19 billion invested in 2025 alone.
- More than 300 logistics centers spread across the 26 Brazilian states and the Federal District, 71 in the North of the country, 57 in the Northeast, 19 in the Center-West, 136 in the Southeast and 44 in the South.
- 55 thousand direct and indirect jobs throughout the country.
- 100 thousand partner sellers on the marketplace.
- 100 million songs and podcasts on Amazon Music
- More than 50 national productions on Prime Video
- More than 850 thousand titles available in the Audible national catalog, 8 thousand of which are narrated by professionals in the field and Brazilian artists.
