Despite weak consumption and the imminent tightening of taxes on e-commerce, Amazon Mexico is confident of maintaining its growth path in the country in 2026. Pedro Huerta, director of Amazon in the country, says they are already working with the 27,000 Mexican companies that use the platform and with Claudia Sheinbaum’s government to overcome the fiscal challenge reflected in the next economic package. “We are trying to see, together with the vendors, how we can align ourselves to support them. We are thinking of creative ways to support Mexican vendors so that they can continue to grow,” he said after celebrating his first 10 years in the Mexican market this Monday in Mexico City.
With no tax reform on the horizon, the Sheinbaum government has opted for greater control over existing taxpayers. The next Economic Package, recently approved by the Legislative Power, establishes that digital platforms offering commercial services must withhold a tax equal to 10.5% of all transactions carried out by legal entities within the platform, income tax (ISR) at 2.5% and value added tax (VAT) at 8%.
Huerta assures that as soon as they learned about the tax proposal, he and his team started conversations with the federal government and President Sheinbaum to show them the impact it could have on e-commerce. Although the manager refused to provide further details on these talks, he assured that they were very “constructive” and “fluid”. On the other hand, Amazon Mexico assures that it will work side by side with sellers to devise a scheme that allows them to adapt to the new rules of the game. “It is still a little premature to talk about concrete ideas, but Mexican sellers continue to bet on a strong market. I consider the growth of e-commerce very lively”, says the manager after presenting his economic report on his first ten years of activity.
The director and pioneer of Amazon’s landing in the country acknowledged that the growth of the Latin American country has surprised locals and foreigners. “For the past five years, the e-commerce market in Mexico has always been among the top three fastest growing globally, this reflects the potential we have here,” he said. While the company cannot provide specific growth figures or forecasts, it indicated that its baseline is industry growth, which outlines an annual increase of between 15% and 25%.
The company will cap its development in Mexico with the expenditure of $5 billion on a state-of-the-art data center in Querétaro. Through its subsidiary Amazon Web Services, the millionaire investment is made in this digital hub in Bajío. The goal is for this technology center to offer more than 440 high-tech services not only for the country, but for all of Latin America.
A decade after its arrival in Mexico, the e-commerce giant boasts investment and employment figures in the Mexican market. What started as an online bookstore is now a well-oiled platform with 14 shipping points, 29 delivery centers, 15,000 direct jobs and 27,000 sales companies in the country, of which about 3,000 already export to the United States. Amazon executives in Mexico reported that, since 2015, the company has disbursed more than 145 billion pesos, about $7,800 million. “When we started ten years ago, we faced logistical and technological challenges, which we faced with great humility. In the next 10, 20 years, Mexico will play a fundamental role, not only in terms of investments, but also in continuing to Mexicanize the Amazon,” concluded Huerta.
