Amazon Mexico PPC Guide

Amazon Mexico (amazon.com.mx) sells in Spanish and prices in Mexican pesos. It sits inside the North America unified account alongside the United States and Canada, so a seller already trading on amazon.com can list here from the same Seller Central login rather than registering separately. That shared login is where sellers go wrong. The account is common to the North American stores, but the shopping language, the tax treatment of your proceeds and the retail calendar are not.

Fulfilment is the first decision that changes your advertising maths. You can hold stock in Mexico under local FBA, or serve Mexican orders from United States inventory through Remote Fulfilment with FBA, subject to enrolment and to which of your listings are eligible. Remote fulfilment avoids importing and placing inventory, but it quotes a longer delivery promise than domestic stock. Delivery speed feeds conversion rate, and conversion rate sets revenue per click, so the same bid does not buy the same return through the two lanes. Decide the lane before you set a target ACoS.

Tax then moves the target again. Under Mexico's digital platform tax rules Amazon acts as a withholding agent for sellers within scope, deducting IVA and income tax (ISR) from proceeds and remitting them to the SAT, with the rate applied depending on whether a valid RFC (Registro Federal de Contribuyentes) is on file. Prices shown to shoppers here include IVA, whereas United States prices exclude sales tax at the shelf. Both facts land in the same place: the money Amazon actually pays you is what funds bids, so a break-even ACoS carried across from a United States fee model will read as more headroom than you have. Confirm your own position against Amazon's tax guidance and your accountant rather than assuming the United States model transfers.