Amazon Uses Rappi for Ultrafast Grocery

Amazon is using Rappi to enter ultrafast grocery in Brazil without building the whole courier and dark store network from scratch. That makes Amazon Now less like a standalone logistics bet and more like a demand layer on top of Rappi’s local fulfillment machine. In practice, Amazon brings Prime traffic and grocery demand, while Rappi supplies riders, local hubs, and the street level operating know how needed for 15 minute delivery in dense Brazilian cities.1 2 3 4

• The partnership is explicit. Reuters reported at launch on March 3, 2026 that Amazon Now in Brazil would use Rappi as a partner. By July, Reuters reported the tie up also included shared logistics hubs in both Brazil and Mexico, showing this is operating infrastructure, not just a marketing alliance.2 3
• This puts Amazon into direct collision with incumbents that already win on speed and local density. Internal Rappi research identifies iFood as Rappi’s main Brazil rival, while Rappi’s company profile shows Brazil has required heavy investment and zero commission tactics just to challenge iFood’s position.5 6
• The strategic logic is to pair Amazon’s consumer funnel with Rappi’s last mile economics. Amazon launched Amazon Now across eight Brazilian cities with grocery, fresh, and frozen items in 15 minutes, while Rappi already operated as a multi vertical on demand network across Latin America rather than a single use food app.1 4 6

The next step is deeper integration, not just wider coverage. If Amazon keeps layering Prime benefits and grocery demand onto Rappi’s urban delivery network, Brazil becomes a template for how global platforms can enter hard local commerce markets faster, and it raises the pressure on iFood and MercadoLibre to defend convenience purchases that happen many times each week.1 2 3 6