Research: Amazon Latin American and US Hispanic markets – Spanish Kindle store: The numbers

With nearly 300 million unique visitors monthly worldwide (according to comScore figures), which is equivalent to 20.4% of the Internet population (or 1 out of every 5 web users), Amazon has cornered the global market like no other e-commerce company.  Today, taking advantage of the e-books boom and its own e-book reader, Amazon has opened its new eBooks for Kindle en Español store—a move that gives the company direct entry into the Latin American and U.S. Hispanic market.

The store offers over 30,000 titles and reading applications in Spanish.  "We hope that our Spanish-speaking customers will enjoy both our newly added books as well as the improved shopping and reading experience, including customer service in Spanish," says Russ Grandinetti, VP of Content for Kindle.

The market for Kindle en Español, according to Google

The term 'Kindle Español' started appearing in Google searches in late 2010, reaching its peak in January 2012.  Today, the term is looked up an average of 22,200 times a month worldwide.  The term 'libros kindle español,' or Spanish kindle books, shows up in searches 5,400 times a month.

Regarding the Spanish-speaking market available to Kindle, another bit of data from Google shows it is a market is poised for continued big growth: searches for 'Books in Spanish' are currently running at 301,000, and this is a term through which many people are being directed to the Spanish Kindle site, according to Google.  Searches for books in Spanish began in 2006, reaching their peak in mid-2011.

Google Trends gives us the following information on the countries with the most searches for the Kindle Español store:

Top 10 countries searching for 'Kindle Español'

E-commerce in LatAm: how Amazon ranks

According to the comScore study, dated August 2011, Amazon’s sites are reaching the largest global audience when it comes to electronic commerce, beating out eBay (16.2%), China’s Alibaba.com (11.3%), Apple Global (9.7%), and Japan's Rakuten (4.2%). But how is Amazon faring in the Latin American market?

The king of LatAm in this area is Mercado Libre, which got 33,481 global unique visitors in June, or 2.4% of the online population worldwide.  In Latin America, Mercado Libre attracted 31,237,000 unique visitors during the month of the study, which is 26% of the online population in the region.  As the table below shows, Amazon was (after the market leader) the e-commerce site reaching the most Latin Americans in the same period: 11,853,000, or 9.9%.  Still, both players have plenty of room to grow in a region that is gradually opening up to electronic commerce.

Electronic commerce sites, worldwide and in Latin America

 

Global Unique Visitors (000)
June 2011

Latin America

Total Internet
Audience

1,383,098

118,946

Amazon

282,233

11,853

eBay

223,520

6,258

Alibaba

156,780

2,978

Apple

134,296

7,510

Rakuten

57,785

404

Wal-Mart

44,650

2,857

Hewlett Packard

38,491

2,886

Mercado Libre

33,481

31,237

Otto Gruppe

31,779

63

Groupe PPR

31,686

823

*Data from comScore Media Metrix

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