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Bad Bunny and Amazon launch “Made in PR” to empower Puerto Rico
Amazon and Bad Bunny are betting big on Puerto Rico with their ambitious new initiative, “Made in PR,” a collaboration that blends music, commerce, and cultural pride. The partnership, unveiled through Amazon Music, positions Puerto Rico on a global stage while also aiming to foster long-term economic and social development on the island.
The collaboration launched with the streaming of Bad Bunny’s record-breaking Puerto Rico residency, which, according to Discover Puerto Rico, generated over $200 million in direct economic impact. Amazon Music, Prime Video, and Twitch broadcasted the concert, which became the company’s most-watched single-artist performance to date.
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But beyond entertainment, the partnership has deeper ambitions. Amazon and Bad Bunny are working to highlight Puerto Rican products and small businesses through a new digital storefront, comPRa Local, featuring items under the label “Hecho en PR” (Made in PR). The initiative gives visibility to Puerto Rican entrepreneurs, authors, and artisans, empowering them to reach global markets while preserving their local identity.
Rocío Guerrero, Director of Music for Latin-Iberia at Amazon Music, explained that the collaboration was built on a shared mission: “Bad Bunny embodies the spirit and ambition of Puerto Rico. His vision for uplifting Puerto Rican entrepreneurs aligns perfectly with Amazon’s mission to enable small businesses to reach global markets while maintaining their local identity.”
The partnership extends into education and community-building efforts, such as providing greater access to STEM education and supporting local farmers to improve food security on the island.
Still, the big question remains: can Puerto Rico realistically compete with global manufacturing powerhouses like Italy or Mexico?
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Experts say it’s possible, but not without overcoming structural challenges. Robert Khachatryan, CEO of Freight Right, points to Puerto Rico’s existing manufacturing infrastructure, particularly in pharmaceuticals, as a strong foundation for expansion. However, he notes three major hurdles: the restrictive Jones Act, which increases shipping costs; an aging power grid that still struggles with reliability; and the difficulty smaller producers face in meeting global supply chain standards.
Despite these obstacles, Khachatryan believes Amazon’s logistical power could help mitigate many of these issues. By leveraging its Fulfillment by Amazon and global seller networks, Puerto Rican businesses could integrate more easily into international commerce.
Amazon’s marketplace already standardizes key logistical processes, from labeling to returns, allowing new sellers to scale efficiently. A localized investment in last-mile delivery infrastructure, experts say, could further strengthen Puerto Rico’s position.
Interestingly, this collaboration also marks a political turning point for Bad Bunny. The global superstar, who has been openly critical of Donald Trump and U.S. immigration policies, has previously avoided performing in the mainland United States. His latest album, DeBÍ TiRAR MáS FOToS, includes a music video that mocks Trump’s rhetoric and ends with the message, “Juntos somos más fuertes” (“Together we are stronger”).
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Given that stance, his partnership with Amazon, one of the largest U.S.-based corporations, is striking. It signals a shift toward building bridges between cultural pride and corporate collaboration.
As Khachatryan noted, “This partnership is notable precisely because it bridges a polarizing moment. You have a private-sector giant, Amazon, joining forces with a globally influential artist who’s clashed rhetorically with Trump, yet together they’re aligning around a domestic-production goal centered on a U.S. territory. It reframes what ‘domestic sourcing’ means, through culture rather than policy.”
If successful, the “Hecho en PR” badge could one day carry the same weight as origin marks like “Made in Italy.” For now, it stands as a symbol of resilience, creativity, and the growing global influence of Puerto Rican culture, powered by one of its most iconic stars.
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