The industry of açai-based products has been growing in the last few years. Knowledge about the physical properties of açai pulp, including its rheology, is essential to the optimization of industrial processes. This work presents the rheological behavior of açai berry pulp in relation to the effects of shear rate, temperature, and time of shearing. The entire study was carried out in the temperature range of 10-70 °C. Açai pulp showed a non-Newtonian, pseudoplastic, and time-dependent behavior. Four upward and backward shear rate cycles were evaluated, resulting in complex hysteresis loops, in which thixotropy and anti-thixotropy zones were observed. Downward flow curves could be satisfactorily represented by the Power-Law rheological model. The stress profiles as a function of shear rate obtained in the first upward curves suggest a breakdown of the initial fluid structure at low shear rates. Tests were also carried out at a constant shear rate of 20 s and, in this case, the Weltman model of thixotropy satisfactorily fit the experimental data. The activation energy, which was calculated by the Arrhenius equation, was 29.0 kJ/mol. The achievements of this work may be useful to further studies about açai pulp rheology and may contribute to process design in the açai industry.