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As Brazil’s Book Market Evolves, Publishers Focus on AI, Audiences, and Tax Pressures

In Feature Articles by Talita FacchiniLeave a Comment

The Brazilian Book Chamber meeting brought together more than 400 professionals from across the publishing supply chain to discuss pricing, logistics, online growth, and the evolving role of digital bookselling in Brazil.

(Amazon’s Ricardo Perez speaks at the fifth edition of the Meeting of Publishers, Booksellers, Distributors, and Printers (EELDG) in Brazil (credit: Rodrigo Mequelazzo).

By Talita Facchini, Contributor

Last week, the Brazilian Book Chamber (CBL) held the fifth edition of its Meeting of Publishers, Booksellers, Distributors, and Printers (EELDG). Over the course of three days, more than 400 participants gathered to discuss topics shaping the publishing market.

The program featured 20 panels, 48 speakers, and two international guests, covering subjects such as the use of data and AI in publishing, trend analysis, the role of major digital platforms, and strategies used by authors and publishers to build bestsellers. But among the most urgent topics for the Brazilian publishing sector: Tax Reform.

The discussion emerged following Complementary Law 224/2025, which establishes the transition rules for Brazil’s Tax Reform, set to come into effect in January 2027. The new legislation foresees a gradual reduction of tax benefits across sectors, without exceptions. As a result, between April 2026 and January 2027, part of the book supply chain will begin paying social contributions for the first time since 2004.

The new tax burden has prompted industry organizations to take legal action. “We already operate with very tight margins, and the tax rate being charged since April is significant, which is why we filed injunctions in Rio de Janeiro and São Paulo,” said Sevani Matos, president of the Brazilian Book Chamber.

The Brazilian Association for Book Distribution (ABDL), led by Patrícia Amorim, highlighted the impact on imports of children’s books manufactured in China and warned that the pressure on publishers will inevitably reach consumers. “This is negative news at a moment when the sector needs to bring readers back,” added ngelo Xavier, from Abrelivros.

While the tax is already in effect, the sector is awaiting responses from Brazilian states regarding the legal actions filed by industry entities.

‘Major Transformations’

Thad McIlroy at the fifth edition of the Meeting of Publishers, Booksellers, Distributors, and Printers (EELDG) in Brazil (credit: Rodrigo Mequelazzo).

Other panels at the meeting focused on major transformations currently underway in publishing, particularly the role of digital communities, newsletters, and social media in audience building, alongside the launch of two important initiatives for the sector.

The first was the national campaign “Meu Livro, Meu Estilo” (“My Book, My Style”), developed with the goal of expanding the universe of readers and making more people feel welcomed by books.

The second was the launch of the Manual of Best Practices for Artificial Intelligence in Brazilian Publishing Houses, an unprecedented document offering ethical and practical guidelines for the Brazilian publishing sector amid the rapid expansion of generative AI technologies.

Coordinated by Cinthya Müller, from publishers Todavia and Baião, the publication addresses the impact of artificial intelligence on editorial processes while also offering a perspective tailored to the Brazilian market, with particular attention to the challenges faced by small and medium-sized publishers.

“This manual is born from the conviction that innovation must move alongside responsibility. Artificial intelligence opens new possibilities for the publishing sector, but it also requires attention to copyright protection, the value of human creation, and market balance,” Matos said.

Other highlights of the event included the participation of Thad McIlroy, founder of The Future of Publishing, who presented an international overview of AI in publishing, as well as a panel featuring author Michel Alcoforado and Lulie Macedo, marketing director at Editora Todavia.

Alcoforado is the author of Coisa de Rico (Rich People’s Stuff), which has sold more than 160,000 copies. During the panel “A Bestseller Does Not Happen Alone: The Author’s Role in Building a Book’s Success,” he detailed the communication and marketing strategies developed for the launch, including pre-release videos, partnerships with physical bookstores, and personalized outreach to the press.

“We need to create value for the book in a way readers believe in. That creation is built on three elements: the author’s trajectory, which is an important asset; communication and promotion, which have become more complex and need to be handled better; and the presentation of a narrative for people,” he explained.

Offering another international perspective, the event also featured Shannon DeVito, senior director of books at Barnes & Noble. According to DeVito, one of the main challenges facing the U.S. publishing market is coexisting with major digital retail platforms—yet nothing replaces the power of a good bookstore.

“People who seek out a bookstore are not looking for the same service provided by digital platforms,” she said. “They are different businesses.”

Amazon, Mercado Livre, and Competing Visions for Brazil’s Book Market

As online bookselling continues to expand in Brazil, the debate over the future of the book market took also took center stage, with representatives from Amazon and Mercado Livre joining for a conversation about growth, competition, pricing, and the future of retail.

Arthur Bonamini, head of the books category at Mercado Livre, was the first to speak and highlighted the investments the platform has been making in the books category, including dedicated campaigns and a stronger focus on preorders.

Mercado Livre’s Arthur Bonamini (left) speaks at the fifth edition of the Meeting of Publishers, Booksellers, Distributors, and Printers (EELDG) in Brazil (credit: Rodrigo Mequelazzo).

“We do not want to have just a books category inside Mercado Livre, we want to build a bookstore. A bookstore is different. It has depth, it has curation, and that makes all the difference,” Bonamini said.

Regarding competition with Amazon Brazil, currently the choice of 59.1% of Brazilian consumers who buy books online, Bonamini emphasized that “all competition makes sense,” and said Mercado Livre’s current focus is on improving the customer experience. “Our goal is not necessarily to reach Amazon. Our ambition is to offer a broader selection of books and make people see Mercado Livre as an option when buying books,” he said. Mercado Livre’s share of Brazil’s online book market has grown rapidly in recent years. In 2023, the platform was the preferred option for 6.9% of online book consumers. By 2025, that number had risen to 13.2%.

“The industry is ready for what we can offer. I believe the challenge is much more about working together to take advantage of this structure,” Bonamini added.

Discounting

Ricardo Perez, head of books business at Amazon Brazil, said that “any idea aimed at increasing the availability of books to readers is welcome.” Amazon entered the Brazilian market in 2012, selling ebooks. In 2014, it expanded into physical books, and only in 2019 did it begin adding other product categories.

“We truly understand that books are in our DNA,” Perez said, noting that Amazon Brazil has already served as a reference point for operations in other countries, citing Book Friday as an example.

Addressing criticism of deep discounting and what some see as unfair competition with bookstores, Perez argued that Amazon believes “offering the fairest possible price to consumers is one way to help grow the market.” He also said the company has been working to increase the number of partner bookstores on the platform. At the same time, Amazon has invested billions of reais in logistics in recent years and stated that it is now capable of delivering books to 100% of the favelas in São Paulo and Rio de Janeiro.

Another major topic for the Brazilian publishing sector is the proposed Cortez Law, which would limit discounts on newly released books to 10% during the first year after publication. According to Perez, whatever decision is ultimately made, Amazon will respect it and wants to remain part of the discussion. At the same time, he stressed the importance of looking carefully at market data.

“I think we need to bring all of this analysis into the Brazilian context and understand that the Brazilian market has a different sensitivity when it comes to pricing,” Perez said. “These are important nuances that need to be part of the discussion.”

About the Author

Talita Facchini

Talita Facchini is a journalist who has worked as a reporter for eight years at PublishNews, Brazil's main book-publishing market information portal. In her coverage, she has closely followed major movements and research in the Brazilian book business sector, responsible for news, podcasts, Sabatina PublishNews, and other multi-format projects. In recent years, she has also covered Frankfurter Buchmesse and Sharjah International Book Fair as well as national literary events including the São Paulo and Rio de Janeiro Book Biennials and the Festa Literária Internacional de Paraty (FLIP).