Amazon plans to release a toggle option to flip between English and Spanish on its US site over the next few weeks, reports CNET.
This is a logical site update, as the US is the world’s second-largest Spanish-speaking country after Mexico, with 40 million native Spanish speakers and 10 million bilingual speakers.
Catering to Spanish-speakers in the US will allow Amazon to find additional growth in a market it already dominates. Amazon reportedly accounted for 43% of all online retail purchases in the US in 2016, meaning that the company is hitting a saturation point in the country. Expanding its language options will allow it to reach the approximately 17% of the population in the US that it's been missing.
This will be a direct threat to Walmart and Target, which have heavily invested in marketing to Hispanic shoppers. Walmart, the fourth largest spender on Hispanic advertising, has focused on localizing its stores, launching marketing campaigns, and featuring more Hispanic items, such as bolillo rolls and empanadas, in areas where it has a larger Hispanic customer base. Meanwhile, Target spent $51.5 million on Hispanic media in 2013 and has been in the top 50 spenders in that category since 2004. Amazon is once again challenging these retailers as they already struggle to keep their market share.
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