Amazon only launched the Kindle in the Brazilian market in early December 2012, and it looks like they are taking chances in Brazil that they're not taking elsewhere.
Actually, they're not.
Excited reports aside, this kiosk is run by the Brazilian cellphone retailer Superfone, not Amazon. The branding and signage are not too different from Amazon's other retail partners, though this will be the first to answer the phone with "Amazon, How can I help you?".
This kiosk is really not much more than the cellphone kiosk you might find in any mall, though the addition of the Kindle hardware is a little unusual. In fact, this kiosk is not too different in concept from the AT&T stores which have been carrying the kindle hardware since March 2011.
What we really have here today is a new retail partner for Amazon. Interesting news, but not earth-shattering.