Amigo
Supermercados Amigo is a Puerto Rico-based supermarket chain operated by Pueblo Inc., running 11+ physical stores across the island, an e-commerce platform (amigo.com) with pickup and delivery, and an in-store pharmacy (Pueblo Farmacia), serving individual consumers and families.
- Company typePrivate
- Founded-
- HeadquartersBentonville, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Amigo does
Supermercados Amigo (Amigo) is a privately held supermarket chain operating under Puerto Rico-incorporated parent Pueblo Inc., with corporate headquarters in Carolina, Puerto Rico. The company provides grocery and household goods retail through 11+ physical store locations across Puerto Rico — including Los Paseos, Rexville, Plaza Guaynabo, Lomas Verdes, Catalinas Mall, Monte Sol, Guayama, Juncos, Luquillo, San Lorenzo, and Levittown — plus an in-store pharmacy (Pueblo Farmacia) and an upcoming Levittown opening announced for 2026. Amigo serves individual consumers and families seeking weekly groceries, fresh produce, meats, dairy, bakery, household goods, health and beauty products, pet supplies, and alcoholic beverages, and the chain has served Puerto Rican consumers for over 40 years.
Amigo's digital ecosystem comprises an e-commerce platform at amigo.com with department-level browsing, secure payment processing, 2-hour pickup scheduling windows, zone-based home delivery, and a $4 preparation/pickup fee; the Tu Plan Amigo loyalty and rewards program (tuplan.amigo.com); the Shopper digital weekly promotional circular; and content features including Sabores (recipes curated with local Puerto Rican chef Gonxxalex) and Copas (cocktail and mocktail recipes). Omnichannel fulfillment is supported by two distribution centers — Centro de Distribución Amelia in Guaynabo and Centro de Distribución Campo Rico in Carolina. Marketing channels include weekly Shopper circular, email communications, Facebook-based community engagement, the Nuestra Isla local-products initiative, and seasonal sweepstakes campaigns.
Amigo generates revenue primarily through retail grocery sales across physical and digital channels, with a small transactional $4 pickup fee per online order and zone-based home delivery (specific delivery fees not publicly disclosed). The company sells its own private-label brand Food Club and operates GTM and marketing partnerships with major CPG brands including Coca-Cola, Medalla Light, Suiza, V. Suárez, Holsum, B. Fernández & Hnos., Ballester Hermanos, Tres Monjitas, GMT, Bunzl, GFR Media, and Plaza Provision, the most prominent being the 2026 Anniversary Sweepstakes offering a Hyundai Venue 2026 and cash prizes. The company is privately held, with no public trading status, no disclosed revenue, and no funding rounds recorded in the source data.
Amigo firmographics
Firmographics- Name
- Amigo
- Legal name
- Pueblo Inc.
- Website
- https://amigo.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Supermercados Amigo is a Puerto Rico-based supermarket chain operated by Pueblo Inc., running 11+ physical stores across the island, an e-commerce platform (amigo.com) with pickup and delivery, and an in-store pharmacy (Pueblo Farmacia), serving individual consumers and families.
- Ownership category
- akta.pro rank
Amigo industry classification
Industry- Product category
- Supermarket / Grocery Retail
- NAICS
- Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Food and Beverage Retailers (445), Grocery and Convenience Retailers (4451)
- SIC
- Retail-Grocery Stores (5411), Retail-Food Stores (5400)
- akta.pro primary industry
- Latin American & Caribbean Grocery Stores (CRAHAFAG)
- akta.pro secondary industry
- Grocery & Pantry Inventory-led Online Retailers (CRAFADAF)
Keywords
Where Amigo is headquartered
LocationHeadquarters
- HQ city
- Bentonville
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Amigo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Grocery Sales: Revenue generated from selling groceries, household goods, health and beauty products, and general merchandise through physical supermarket locations and online ordering platform. The company charges a $4 preparation/pickup fee for online orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Online Pickup Service |
| Transaction based/ take rate | Pay-as-you-go | Delivery Service |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Amigo product offering
Product offeringCore offering
Supermercados Amigo operates a chain of physical supermarket locations across Puerto Rico under parent company Pueblo Inc., selling groceries, household goods, fresh produce, meats and seafood, dairy, bakery items, alcoholic beverages, health and beauty products, and general merchandise. The company also operates the amigo.com e-commerce platform enabling online grocery ordering with in-store pickup (2-hour windows) and home delivery to designated zones, plus the Tu Plan Amigo loyalty rewards program and pharmacy services (Pueblo Farmacia) within stores.
Product overview
Supermercados Amigo is a Puerto Rico-based supermarket chain operated by Pueblo Inc., operating multiple physical retail locations across the island. The company offers a comprehensive grocery retail operation with both in-store and digital channels. The core product portfolio includes a full-service supermarket with departments for fresh produce, meats, dairy, bakery, groceries, alcoholic beverages, home goods, pets, and health/beauty products. The digital ecosystem comprises Amigo En Línea (online shopping platform with pickup and delivery), Tu Plan Amigo (loyalty rewards program), Shopper (digital promotional circular), and content features including Sabores (recipes) and Copas (cocktail recipes). The company also operates specialized pharmacy (Pueblo Farmacia) and provides community-focused content like hurricane preparedness resources and local product promotions through the Nuestra Isla initiative.
Differentiator
Problem solved
Functional benefit
Products and services
- Supermercados Amigo (Physical Supermarket Stores) Multi-location physical supermarket chain across Puerto Rico offering groceries, fresh produce, meats, dairy, bakery, deli, frozen foods, groceries, alcoholic beverages, household goods, pet supplies, and health and beauty products for individual consumers and families.
- Amigo En Línea (Online Grocery Shopping) E-commerce online shopping platform allowing customers to browse products by department, add items to cart, schedule in-store pickup within 2-hour windows (6am–8am through 8pm–10pm), or request home delivery to designated zones; a $4 preparation/pickup fee applies per order with no minimum purchase required for pickup.
- Tu Plan Amigo Loyalty Program Loyalty and rewards program allowing customers to accumulate points on purchases made in-store and online at amigo.com, redeemable for savings on future purchases, supporting repeat-customer engagement.
- Pueblo Farmacia (In-store Pharmacy) Pharmacy services available within Pueblo/Amigo stores, offered as a complementary in-store service for customers' health-related purchases.
Companies that use Amigo
Customer profileSegments1 record
Ideal customer profiles1 record
Amigo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Amigo partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor.
- Coca-ColaminorParticipating brand in the 2026 Anniversary Sweepstakes promotion. Customers purchasing Coca-Cola products at Supermercados Amigo or amigo.com can participate in the sweepstakes for a chance to win prizes including a Hyundai Venue 2026, $10,000 cash, or $5,000 cash.
- Medalla LightminorParticipating brand in the 2026 Anniversary Sweepstakes promotion.
- SuizaminorParticipating brand in the 2026 Anniversary Sweepstakes promotion.
- V. SuárezminorParticipating brand in the 2026 Anniversary Sweepstakes promotion.
- HolsumminorParticipating brand in the 2026 Anniversary Sweepstakes promotion.
- B. Fernández & Hnos.minorParticipating brand in the 2026 Anniversary Sweepstakes promotion.
- Ballester HermanosminorParticipating brand in the 2026 Anniversary Sweepstakes promotion.
- Tres MonjitasminorParticipating brand in the 2026 Anniversary Sweepstakes promotion.
- GMTminorParticipating brand in the 2026 Anniversary Sweepstakes promotion.
- BunzlminorParticipating brand in the 2026 Anniversary Sweepstakes promotion.
- GFR MediaminorParticipating brand in the 2026 Anniversary Sweepstakes promotion.
- Plaza ProvisionminorParticipating brand in the 2026 Anniversary Sweepstakes promotion.
- Food Club (Private Label)minorFood Club is the store brand/private label for Supermercados Amigo, featured prominently in recipes on the Sabores section of the website with recipe ingredients referencing Food Club products.
- GonxxalexminorLocal Puerto Rican chef who creates recipe content for the Amigo Sabores section. His channel 'En la madre' features practical and easy-to-follow recipes reflecting his motto 'Cocinando a mi manera, fácil y sencillo'.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Amigo competitors and assessment
Company assessmentBroad incumbents
- Sam's Club: Membership warehouse-club operator (Walmart subsidiary) with Puerto Rico locations, offering bulk grocery and general merchandise at value pricing that competes directly with Amigo's larger basket sizes.
- Walmart: Operates multiple supercenter and Sam's Club locations in Puerto Rico with global scale, EDLP pricing, and a deep private-label program that competes with Amigo across grocery and general merchandise categories.
- Costco: Operates warehouse-club locations in Puerto Rico, drawing price-sensitive bulk shoppers from Amigo's grocery base and setting a benchmark on private-label value that pressures category pricing.
Emerging players
- Bravo Supermarket: Regional Hispanic supermarket chain with a comparable assortment of imported Latin/Caribbean groceries and a community-focused format that competes for similar cultural-shopper baskets.
- Compare Foods: U.S. Hispanic supermarket banner focused on Latin American and Caribbean groceries, overlapping Amigo's specialty imported assortment and culturally-targeted positioning, though primarily mainland-based.
- Presidente Supermarket: Hispanic-focused supermarket chain serving Caribbean/Latino communities in the U.S. with imported product assortments comparable to Amigo's local-PR specialty SKUs, an indirect competitor for the same diaspora shopper profile.
Regional players
- Sedano's Supermarkets: Hispanic-focused supermarket chain in Florida serving large Cuban and Caribbean communities with a similar assortment of imported Latin/Caribbean groceries, comparable demographic targeting to Amigo's Puerto Rican household base.
Direct peers
- Supermercados Pueblo: Sister banner under the same parent corporation (Pueblo Inc.) operating supermarkets in Puerto Rico with a largely overlapping footprint, identical product mix, and shared corporate infrastructure. Effectively Amigo's closest same-group peer.
- Econo Supermercados: Puerto Rico-based supermarket chain operating multiple stores across the island with a similar full-grocery assortment and value-oriented positioning, making it one of Amigo's most direct in-territory competitors.
- Selectos Supermercados: Puerto Rico supermarket chain with comparable multi-store island footprint and full-service grocery assortment, competing head-to-head with Amigo for the same household-shopper basket.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Amigo social profiles
Digital presenceAmigo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amigo leadership team
Management profileNumber of profiles
Amigo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amigo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Amigo
What does Amigo do?
Supermercados Amigo operates a chain of physical supermarket locations across Puerto Rico under parent company Pueblo Inc., selling groceries, household goods, fresh produce, meats and seafood, dairy, bakery items, alcoholic beverages, health and beauty products, and general merchandise. The company also operates the amigo.com e-commerce platform enabling online grocery ordering with in-store pickup (2-hour windows) and home delivery to designated zones, plus the Tu Plan Amigo loyalty rewards program and pharmacy services (Pueblo Farmacia) within stores.
Is Amigo a public or private company?
Amigo is a private company. It is classified as unknown and is currently operating.
When was Amigo founded?
Amigo was founded in -1. It employs 1 to 10 people.
Where is Amigo based?
Amigo is headquartered in Bentonville, United States, in the North America region.
How does Amigo make money?
One revenue line is on record: retail Grocery Sales.
Who are Amigo's main competitors?
Broad incumbents on record are Sam's Club, Walmart and Costco. Emerging players are Bravo Supermarket, Compare Foods and Presidente Supermarket. Sedano's Supermarkets is listed as a regional player. Direct peers are Supermercados Pueblo, Econo Supermercados and Selectos Supermercados.
Does Amigo have an API?
No public API is recorded for Amigo.
What industry is Amigo in?
Amigo's product category is Supermarket / Grocery Retail. Its primary akta.pro industry code is CRAHAFAG, Latin American & Caribbean Grocery Stores, with a secondary code of CRAFADAF, Grocery & Pantry Inventory-led Online Retailers. Its NAICS code is 44511 and its SIC code is 5411.