Amazon ignores AI threat and ramps up hiring in Brazil

Amazon is swimming against the tide. While many talk about the threat of artificial intelligence to the job market, the e-commerce giant is doing exactly the opposite in Brazil: hiring more than ever. During an event marking the company's 15 years in the country, spokespeople Juliana Sztrajtman, president of Amazon Brazil, and Ricardo Pagani, director of operations, made it clear that artificial intelligence is not getting in the way of hiring. In 2025, the company jumped from 36,000 to 55,000 employees, spanning both logistics operations and offices. In corporate roles alone, there were 2,000 new hires in a single year. And the expansion doesn't stop there. Amazon is opening three fulfillment centers a week, reinforcing its commitment to maintaining the pace into 2026.

Ricardo Pagani was straightforward in stating: "Cuts are out of the question." He highlighted that if you go to Amazon Jobs, you will see the hiring volume is continuous, showing no signs of slowing down. It's a bold move, especially considering the global landscape of uncertainty regarding AI's impact on employment.

Behind this strategy is also Amazon Web Services (AWS), which sees Brazil as a promising bet. Cleber Morais, AWS general manager, revealed the company has already invested $3.8 billion in Brazil since 2011. And by 2034, the forecast is for another $1.8 billion. The justification? Brazil has exceptional conditions to become a global digital infrastructure hub, with an 83% renewable energy matrix and a robust consumer market.

Another pillar of Amazon's strategy in Brazil is Amazon Now, a delivery service promising to bring products to consumers' doors in up to 15 minutes. This includes groceries, cleaning supplies, and other immediate-need items. With dates like Prime Day in July and Black Friday in November, sales are only expected to rise. And if you want to keep a close eye on these deals, Canaltech is watching it all.