Ten years after its arrival in Mexico, Amazon is celebrating much more than an anniversary. It is celebrating the consolidation of a model that has reshaped e-commerce, logistics, and the country’s consumer culture. With a cumulative investment of more than 145 billion pesos, the company has not only generated employment and technology but has also become a key player in the Mexican digital economy. However, the magnitude of its footprint also raises questions about the dependence of local ecosystems on a global operation that imposes standards and transforms markets
Pedro Huerta, country manager of Amazon Mexico, expressed it with a tone of balance and pride: “Amazon began operations in Mexico in 2015 with a clear mission: Amazon is for everyone, every day, anytime. In these 10 years, we have learned that growing together with Mexico means investing in innovation for customers, in our people, and in small and medium-sized businesses .” The statement summarizes a long-term strategy based on expansion, technology, and extensive logistics
The scope of that strategy translates into a network that today includes 14 fulfillment centers and 29 delivery stations, enabling same-day delivery in 14 cities and next-day delivery in more than 80. In 2024, the company generated more than 15,000 direct and 37,000 indirect jobs, in addition to another 11,000 induced jobs. “What I want is to create the best jobs in the country. Period,” emphasized Diego Méndez de la Luz, Chief Operating Officer, in a message that reflects the commitment to building not only infrastructure, but also a work culture based on stability and well-being.
The year 2025 also marked the beginning of a new technological era with the launch of the first Amazon Web Services (AWS) Region in Mexico, located in Querétaro. With an investment exceeding five billion dollars, this infrastructure positions the country as a nerve center for digital innovation in Latin America
Amazon’s narrative is anchored in the idea that its success drives a virtuous cycle in the national economy. Today, more than 27,000 Mexican small and medium-sized enterprises (SMEs) sell their products on the platform, 99% of which are local. “My role is to help SMEs grow,” explained Renata Arbizu, Director of Seller Services. “These 27,000 companies are in every corner of the country; some in large cities, but others in places where e-commerce didn’t exist before. Guanajuato and Chihuahua, for example, saw up to 13% growth in new SMEs joining the digital ecosystem.” Collectively, these companies generated 52,000 jobs and contributed 19.4 billion pesos to the national GDP in 2024.
Beyond the numbers, Amazon’s story reflects a two-way learning process. “Ten years ago, we faced significant logistical and technological challenges, and we learned from the Mexican reality,” Huerta recalled. This adaptation allowed Mexico to become one of the three fastest-growing e-commerce markets in the world over the last five years. From its beginnings as “a bookstore” to its current operation, the expansion has been exponential. “Today, many complain if the package doesn’t arrive the next day,” the executive quipped. “Consumers have increasingly higher expectations, and that forces us to be better.”
In 2025, Amazon also took another step with the announcement of 15-minute deliveries through a partnership with Rappi. This service, which will begin in the country’s main cities, represents the most accelerated expression of instant commerce, a field where logistical efficiency becomes a competitive advantage and a symbol of modernity. But it also raises questions about sustainability, working conditions, and the concentration of power in the last mile
The economic impact is undeniable. The 2025 Economic Impact Report indicates that Amazon’s investments contributed more than 29 billion pesos to the national GDP in 2024 alone, and that for every peso invested, an additional 1.1 pesos are generated in the economy. However, the expansion also redefines the rules of retail and pressures local competitors to adapt their models, often with fewer technological or financial resources. Amazon’s success, in that sense, also reflects the country’s digitalization challenges
In the cultural sphere, Amazon presents itself as a platform for Mexican identity, promoting programs like “Made in Mexico,” in collaboration with the Ministry of Economy , which now includes more than 80,000 certified products. “We want to be a window for everything made in Mexico,” Huerta stated. More than 3,000 of these companies already export to the United States, reflecting a new avenue for the internationalization of national entrepreneurship, albeit under the umbrella of a global corporation.
Amazon’s history in Mexico can be read as a metaphor for the country’s economic transformation: a decade in which technology, logistics, and consumption converged to redefine the relationship between customers, companies, and territories. For Huerta, the horizon is just beginning: “We’re thinking about the next 10 or 20 years, and I’m sure that Mexico will play a fundamental role not only in terms of investment, but also in continuing to learn from Mexicans and Mexicanizing Amazon to make it more relevant.”
The next decade will test whether this Mexicanization will be a true model of shared development or whether the speed of innovation will end up concentrating even more economic power in a few hands. For now, the legacy of these first 10 years is already written in the warehouses, data centers, and screens that redefined the way Mexico buys, sells, and connects with the world.
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