Amazon bets on Prime Day in Latin America to battle local rivals

Amazon.com Inc's total sales have soared during the coronavirus pandemic, yet in Latin America, the world's biggest online retailer is locked in a dogfight with local rivals as it rolls out its Prime Day event in Mexico and, for the first time, Brazil.

"Amazon in Latin America is not the monster that it is in the United States," said Marcos Pueyrredon, president of Buenos Aires-based eCommerce Institute. Gloria Canales, head of marketing for Amazon in Mexico, said the company has been pleased with growth there, and will keep investing. Just in time for Prime Day, Amazon recently opened its first so-called fulfillment centers outside the Mexico City area, one in Guadalajara and another in Monterrey.

Yet, Prime alone may not be enough to boost Amazon's fortunes, said Gene Munster, managing partner of Loup Ventures, pointing out inventory and distribution as two key areas where Amazon needs to improve.

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