Amazon Expands in Brazil, Making Worst-Kept Secret Official Inc. is ready to commit to Brazil. Kind of, sort of.

After five years of just selling books in the country, Amazon is now launching an electronics and appliances marketplace. The official announcement came Wednesday, but locals have been talking about it for a week after Bloomberg News was first to report that a significant number of Amazon job postings had opened up.

To be fair, the expansion of the world’s biggest e-commerce retailer in Latin America’s largest economy has been a source of speculation for years. But the rollout has been uncharacteristically slow for a company known for “high-velocity decision-making.” Brazil is a notoriously difficult place to do business, thanks to high taxes and tricky infrastructure.