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Latin America’s ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

Amazon Prime is deeply entrenched in the US, with 75% of households as members. Despite this saturation, Amazon sees growth opportunities in international markets and among underpenetrated US demographics: rural, younger, and lower-income consumers. These groups show untapped potential, said Jamil Ghani, Amazon Prime’s worldwide VP. Prime fuels Amazon’s ecosystem—members spend more by using benefits like streaming, pharmacy, Grubhub+, and free shipping. In contrast, nonmembers often spend less over time. By expanding perks and appealing to new segments, Amazon uses Prime to drive loyalty, customer lifetime value, and resilience against macroeconomic shifts.

Latin America’s commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data—following the path retailers have already paved.

The Latin American consumer banking market is vast, yet over 40% of consumers are currently underbanked. Foreign banks looking to enter the market can tap this audience, but they should learn from and partner with local fintechs to do so.

Rising Airbnb rentals and Tinder’s weak ID verification create unchecked spaces for misuse. Colombia’s tourism boom worsens the problem as traffickers exploit platform anonymity and operate freely.

US President Donald Trump’s shifting trade policies will have ramifications for US brands that do business with Latin America. This FAQ addresses the most pressing questions for companies as they navigate new tariffs, supply chain disruptions, and the potential rise of new competitors.

Latin America’s digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region’s digital economy to new heights, the runway for growth remains long.​