Amazon

In 1997, Amazon filed its first trademark application in Brazil, a gesture that would only make sense years later. In 2012, PRIME and AMAZON.COM.BR began to be seen by Brazilians: first on the Kindle screen, then in the full store in Portuguese. The following year, the AMAZON brand, filed in 2013, was on boxes and in ads, already close to everyday life.

The home became territory for the brands. ALEXA, filed in 2015 along with ECHO, began answering voices in the living room. PRIME reached the sofa, with series, and the front desk, with faster deliveries. MAMA BEAR and HAPPY BELLY, from 2016, made their presence known in diaper changes and in the pantry. WHOLE FOODS MARKET, from 2015, connected Amazon to fresh food two years before the chain was bought in 2017.

In 2018, the year with the most trademark filings by the company at INPI, BLINK joined RING, from 2016, to take charge of the front door. And so Amazon's brands spread across breakfast, the phone screen, and the market.