Amazon launches “Haul” storefront product to rival Shein and Temu
Accessible through Amazon's app and mobile site in the U.S., Haul focuses on ultra-low prices electronics, fashion, home goods, and lifestyle products.
Amazon is making a bold move into the world of ultra-affordable shopping with the launch of its new "Amazon Haul" storefront, where every product costs $20 or less.
This initiative is a direct challenge to popular low-cost platforms like Temu and Shein, which have carved out a loyal customer base by offering budget-friendly products across categories like fashion, home goods, and electronics.
Available through Amazon's app and mobile website in the U.S., Haul aims to deliver the same bargain-hunting thrill that has made its rivals so popular.
Shein has particularly resonated with young women looking for trendy, low-cost apparel, while Temu has gained traction by offering a wide array of inexpensive products, from clothing to kitchen gadgets.
Emmanuel Oyedeji
Amazon Haul appears designed to mirror this "crazy low" appeal reminiscent of its competitors, with items on the storefront often priced under $10, and some as low as $1. Shoppers are encouraged to stack their carts with discounts of 5% off orders over $50 and 10% off orders over $75.
It is also offering free shipping on orders above $25 but otherwise costs $3.99. Delivery times are set at one to two weeks—a timeline similar to Shein and Temu, suggesting that Amazon may also be importing goods directly from Chinese manufacturers.
Amazon is hoping to capitalize on the mounting regulatory scrutiny faced by its Chinese competitors in the U.S. and EU over counterfeit goods, copyright violations, and concerns about product safety. Amazon is aiming to sidestep those issues by emphasizing that all Haul items are screened for safety, authenticity, and compliance with regulations—a move to reassure consumers wary of buying cheap, potentially problematic goods.
Still, challenges may lie ahead. The Biden administration has been clamping down on low-cost imports from China, aiming to reduce reliance on Beijing – in 2024 alone, the U.S. imported $586 billion worth of goods from China. This crackdown could increase the cost of importing Haul’s stock, potentially affecting prices and margins. President-elect Donald Trump has also proposed a hefty 60% tariff on Chinese goods, which could further disrupt Haul’s pricing model.
Despite these potential obstacles, Amazon’s move signals its determination to defend its dominance in e-commerce against emerging rivals. With Haul, Amazon is betting that its established customer trust, combined with the allure of ultra-low prices, can capture the same bargain-hungry audience that has flocked to platforms like Temu and Shein.
Whether the gamble pays off remains to be seen.
