Photo of Marques Thomas in Unsplash
Amazon continues to consolidate its strategy in Latin America through two key moves: a 12-month investment in Rappi and a partnership that offers 12 months of Rappi Pro free to its Prime members in Mexico.
Strategic investment in Rappi
International media reports indicate that Amazon has acquired approximately 12% of the Colombian delivery startup Rappi in a transaction valued at just over USD 25 million. Experts interpret this move as a bid to strengthen its position against regional competitors such as Mercado Libre.
So far, neither Amazon nor Rappi have officially confirmed the terms of the agreement.
Benefit for Prime members in Mexico
Starting April 2024, Amazon Prime members in Mexico have the option to activate 12 months of Rappi Pro at no additional cost, getting unlimited deliveries to restaurants, supermarkets, pharmacies, and other categories like RappiTurbo.
During Prime Day 2025, this partnership was enhanced with exclusive promotions on the Rappi app, including deals on brands such as Mora Mora, Starbucks, McDonald's, RadioShack, and Chedraui.
An alliance with regional impact
Complementary strategy: The investment in Rappi strengthens Amazon's presence in the Latin American market, as well as aligning with its expansion into logistics, e-commerce, and digital services.
Added value for users: Rappi Pro benefits contribute to the loyalty of Prime customers in Mexico, offering additional advantages to a membership already valued for its variety of services.
Effective synergy: The combination of Amazon's reach and Rappi's immediate logistics capabilities creates a differentiated value proposition compared to other platforms.
This alliance could be the prelude to further integrations in other markets and even paves the way for a possible Rappi IPO, planned for late 2025.
Amazon has taken key steps to strengthen its regional operations: a direct capital injection into Rappi and a value proposition for its Prime members in Mexico. Both moves demonstrate a close strategic alignment that combines investment, loyalty, and market expansion.
For more stories like this, follow More Latin.
Sources:
English 
Spanish