Sao Paulo - Amazon started selling its Kindle online in Brazil on Friday, expanding from e-books into retail for the first time in Latin America's biggest and most challenging e-commerce market.
By shipping its e-reader devices across this immense country, Amazon will now get a taste of Brazil's notorious logistics problems, widely seen as a deterrent for a full-fledged retail operation like the one it has in the US.
The world's largest online retailer launched an internet bookstore in Brazil in 2012, a low-risk landing on this $11bn emerging e-commerce market. Up to now, the Kindle was being sold at bookshops, appliance stores and even kiosks in shopping malls.
Historically Brazilians have not been big readers and many households have just a tiny number of books, but the country has a population of 200 million and a growing middle class.
According to industry figures, Brazilians bought 435 million books in 2012 worth about $2bn.
The country has relatively low internet penetration and has become a promising new frontier for internet giants such as Facebook, Twitter and Amazon.
Market research company eBit estimates Brazilians spent about $11.7bn online last year, 25% more than in 2012.