For a Latin American brand, the US is the biggest prize in e-commerce. It is also the most competitive. Many brands from Mexico, Colombia, Brazil or Argentina launch on Amazon US with great products and still struggle: their listings feel translated, they underestimate compliance, and they bid against brands that have been optimizing for years.
I’m Alonso Jiménez, a Retail Media account director. I manage campaigns on Amazon, Walmart, Target, Instacart and Mercado Libre every day, for brands in the US, Mexico and Latin America. In this guide I share how Latin American brands can enter the US market on Amazon (and later Walmart and other retailers): what to solve first, how to position your brand and how to use Retail Media without burning your launch budget.
⚡ THE ESSENTIALS IN 20 SECONDS
- Solve the foundation first: trademark, compliance for your category, UPCs, English labeling, importer of record and logistics.
- Position your brand for two audiences: mainstream US shoppers and US Hispanic shoppers who may already know you.
- Launch with a few hero products, a realistic ad budget for learning and a clear path to profitability.
IN THIS ARTICLE
Why the US is different
More shoppers, more search volume and more categories than any LatAm market.
Mature brands with years of reviews, data and optimized campaigns.
Category regulations, labeling and liability expectations are strict.
In the US, a great product is the entry ticket. Execution is what wins.
Foundation checklist
- Category compliance: food, supplements, cosmetics, electronics and kids’ products have specific US requirements. Confirm yours before producing inventory.
- English packaging and labeling: required information, units and warnings must meet US rules for your category.
- UPC barcodes: use valid GS1 barcodes for your products.
- Importer of record and customs broker: define who imports and clears your goods.
- Logistics: Fulfillment by Amazon or a US 3PL to offer fast delivery.
- Tax and entity setup: get advice on whether you need a US entity. Marketplaces generally collect sales tax as marketplace facilitators in most states, but your obligations may vary.
Budget time and money for compliance. A product removed for missing documentation in month two destroys the launch momentum you paid for with ads.
Brand Registry and trademark
Amazon Brand Registry: Amazon’s program that gives brand owners tools to protect their listings and access features like A+ Content, Brand Stores, Sponsored Brands and brand analytics.
Brand Registry requires a trademark, typically registered or pending in the US (USPTO) for the US store. Programs like Amazon IP Accelerator can help connect you with trademark law firms. Start this process early: many of the tools that help you win on Amazon depend on it.
Positioning: two audiences
| Audience | What they need | How to speak to them |
|---|---|---|
| Mainstream US shoppers | Clear benefits, social proof, fast delivery | Native English copy, US-style imagery, comparison with known alternatives |
| US Hispanic shoppers | Recognition, authenticity, trust | Your origin story, flavor or tradition, bilingual touchpoints off Amazon |
Your Latin American origin can be a real advantage: authenticity sells, especially in food, beauty, coffee, snacks and home goods. But the listing still needs native English, not a translation.
Retail Media for your launch
- Start with Sponsored Products on 3–5 hero products: automatic campaigns to discover terms plus manual exact campaigns for your core keywords.
- Protect your brand name early with brand campaigns, even if search volume is low.
- Use product targeting on competitors where you win on price, reviews or a clear benefit.
- Add Sponsored Brands and a Brand Store once Brand Registry is active.
- Track ACOS, TACOS and organic rank. Expect a higher ACOS during the launch and define when it must come down.
Control your spend week by week. I explain how in Amazon Ads pacing.
Beyond Amazon
- Walmart Marketplace: application-based, strong for value-driven categories. Advertising through Walmart Connect.
- Target Plus: invitation-only marketplace; Target’s Retail Media network is Roundel.
- Instacart and grocery: relevant if you sell food or household goods through US retail partners.
- Your own site and social: drive traffic to Amazon and measure it with Amazon Attribution.
Common mistakes
- Translating Spanish listings instead of writing native English copy.
- Launching too many products with too little budget per product.
- Skipping compliance checks for regulated categories.
- Expecting LatAm CPCs and conversion rates in the US.
- Ignoring reviews strategy: use Amazon Vine and the official review request tools.
Your origin is your story. Your execution is your strategy.
Agency secrets for LatAm brands entering the US
What we do with brands crossing north.
We validate category requirements before any design work.
Listings are written in English from scratch, using US search terms.
Budget concentrated on a few products until they rank.
Investment and time frame defined before day one.
We use origin and authenticity as differentiators, not as the only message.
The Latin American brands I’ve seen succeed in the US had one thing in common: they treated the launch as a 6 to 12 month investment, not a test with a two-week deadline.
Conclusion
Entering the US from Latin America is absolutely possible, but it rewards preparation. Solve compliance, trademark and logistics first, write native English listings, use your origin as a differentiator and launch with focused Retail Media and a realistic budget.
If you want help planning your US launch, let’s talk or check my services. If you are a US brand looking south, read how to expand to Mexico.
Frequently asked questions
Can a Latin American brand sell on Amazon US?
Yes. Many LatAm brands sell on Amazon US. You need a seller account, compliance for your category, valid UPCs, logistics and ideally a US trademark for Brand Registry.
Do I need a US company to sell on Amazon US?
Not necessarily. Requirements depend on your situation. Get tax and legal advice before launching.
How much budget do I need to launch on Amazon US?
It depends on category competition. Plan a launch budget for several months focused on a few hero products, with clear profitability milestones.
Is the US Hispanic market a good entry point?
It can help with brand recognition and authenticity, but most growth on Amazon comes from mainstream search. Speak to both audiences.