Is Amazon Brazil worth it for cosmetics sellers?
Amazon Brazil is the fastest-growing beauty marketplace in Latin America, with 25% annual growth. While Mercado Livre still dominates with 78% market share, Amazon attracts higher-income customers and offers superior logistics through FBA (Fulfillment by Amazon).
Prerequisites: What you need before listing
1. ANVISA Registration
Amazon Brazil requires an active ANVISA sanitary registration number for all cosmetics. Without it, your listings will be removed and your seller account may be suspended.
- Grade 1 products: Notificação number
- Grade 2 products: Registro Sanitário number
- The registration number must be visible on your product label
2. Brazilian Business Entity or PTR
Amazon Brazil accepts sellers with:
- A Brazilian CNPJ (company tax ID)
- A foreign seller account with a Brazilian PTR appointed
3. Portuguese Product Label
Your product must have a 100% Portuguese label compliant with RDC 375/2020, including:
- ANVISA registration number
- Brazilian PTR name
- Complete INCI ingredient list
- Net content in metric units
Amazon Brazil commission structure
| Category | Referral Fee | Fixed Closing Fee |
|---|---|---|
| Beauty & Personal Care | 15% | R$ 5 per item |
| Premium Beauty | 15% | R$ 5 per item |
| Health & Personal Care | 12% | R$ 5 per item |
FBA vs FBM in Brazil
| Factor | FBA | FBM |
|---|---|---|
| Logistics | Amazon handles storage, packing, shipping | You handle everything |
| Prime eligibility | Yes | No |
| Customer trust | Higher (Amazon-branded delivery) | Lower |
| Storage fees | R$ 15-30/m³/month | None |
| Best for | High-volume sellers | Testing market demand |
Step-by-step listing process
- Create seller account at sellercentral.amazon.com.br
- Complete verification (documents, bank account, tax info)
- Request approval for Beauty & Personal Care category
- Submit ANVISA registration number for each product
- Create product listings with Portuguese titles, bullets, and descriptions
- Upload high-quality images (min 1000x1000px, white background)
- Set pricing including import taxes (50-80% effective rate)
- Choose fulfillment method (FBA recommended for scale)
Pricing strategy for Amazon Brazil
Given Brazil's high import tax burden:
- Formula: Final price = (FOB cost + freight + import taxes) × 1.5 to 2.5
- Import taxes: 50-80% effective rate (II + IPI + PIS/COFINS + ICMS)
- Amazon fees: 15% referral + R$ 5 fixed + FBA fees
- Target margin: 20-30% after all costs
Common mistakes on Amazon Brazil
- Listing without ANVISA registration — Immediate removal, possible account ban
- English product titles — Hurts search visibility; use Portuguese
- Ignoring customer reviews — Brazilian buyers are vocal; respond promptly
- Not offering Prime shipping — FBA is table stakes for serious sellers