Prime Day: Driving force behind e-commerce in Mexico

Every year, Prime Day puts Amazon’s logistics operations to the test. This involves hiring more staff, moving inventory, optimizing routes, communicating with sellers, and an economic impact that shows the event goes beyond just a week of discounts.

“Prime Day is a driver of growth for the country, not just a sale event,” says Diego Mendez de la Luz, director of operations for Amazon Mexico.

According to the Mexican Online Sales Association (AMVO), the sector reached a value of US$54 billion in 2025, representing an annual growth rate of 19.2% and already accounting for 17.7% of the country’s retail sales. Mexico is also the eighth-largest e-commerce market in the world.

Where Amazon finds the clearest evidence to support the claim that Prime Day has a broader economic impact is among the sellers using its marketplace. Currently, more than 27,000 Mexican companies sell through the platform, 99% of which are SMEs businesses.

The challenge, Mendez acknowledges, does not end when Prime Day begins, but rather when it concludes without any operational glitches. “Customers already have very high expectations,” he says. “We have to prove that we can deliver on our promises, package by package.”