“I spend my day looking to elevate stories from Spanish-speaking Latin America that showcase the rich diversity of experiences, appearances and perspectives,” said Javiera Balmaceda, head of Amazon Originals in Latin America, a vision about the Hispanic community that is widely shared by the technological giant in tune with its roots and culture.

Hispanic Heritage Month allowed Alexa, Amazon's own AI assistant, to become a sensation thanks to its “hit” “Dímelo,” a small sample of the urban Latin genre — reggaeton, voiced by the peculiar caricature of Amazon. 

In addition to the iconic voice's foray into the musical genres, Alexa has been programmed to share relevant cultural information and interesting facts about Hispanic Heritage Month. An example of this can be put into practice by saying: "Alexa, tell me about a Latino pride," a command that will provide a biography of different Hispanic characters who have excelled in the United States through sports, art, science, etc.

In association with Brazilian graphic designer, Niege Borges, 'Celebremos' is the motto Amazon has utilized joined the celebration of Hispanic pride not only in the United States, but especially in Latin America. It's so this month can be lived by the users of the platform, both through commerce and content, highlighting different entrepreneurs, creators, artists and businesses on its platform.

A wide selection of literature, music, crafts, jewelry, beauty and wellness items, among many other alternatives, from creators, companies and brands with Latino roots can be found through the Amazon Handmade and Amazon Wellness options — the special segments dedicated to local artisans and manufacturers around the world.

“6 Great Reads for Hispanic Heritage Month” is a selection prepared by Amazon Books and Amazon 4-Star stores to promote Hispanic authors and stories. Notable titles include A lot like goodbye: A Novel, by Alexis Daria, My broken language: A memoir, written by Quiara Alegría, as well as Infinite country, by Patricia Engel.

Various genres, from documentaries to musical films, are part of the catalog from the major streaming platform, which will pay tribute to the experiences and diversity of voices from Hispanic communities. Cinderella, with the spectacular performance of Camila Cabello, El robo del siglo, Pan y circo, Dicha, and El Niño de Medellín, a documentary about the life of J Balvin, among others, can be seen exclusively through Amazon Prime Video.

It is the first year the new platform celebrates Latin music and culture, while providing fans with a space to interact and connect with their roots. 

The central theme this year is “The culture that connects us,” a program that seeks to highlight the connections between generations and the diversity of languages, borders and cultures. Music, videos, podcasts and live shows are part of a selection designed to not stop celebrating.

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