To compete with low-cost platforms like Temu and Shein, Amazon has launched Amazon Haul, a new, affordable site. Only available via the Amazon mobile app and browser, Haul specializes in substantially discounted mass-produced goods, the majority of which are shipped from China. This initiative represents a significant change for Amazon, which is renowned for its speedy delivery, because these foreign goods require longer shipping times.
The structure of Amazon Haul is similar to those of its rivals, with a grid-style display and little upfront features that only show product ratings and shipping times after an item has been chosen. Items with tags like “crazy low” or graphics like fire emojis that indicate “selling fast” are used to promote impulsive purchases. Using the same ultra-low price appeal that has made Shein and Temu famous among young consumers, offerings range from basics like mesh laundry bags to apparel like $16 men’s golf pants.
Although Temu and Shein are very well-liked by Generation Z, particularly in the United States, they have come under fire for their bad environmental effects and dubious business activities, which include addictive design patterns and allegations of illicit goods. However, their cost-effective strategy has continued to work. Temu outpaced Shein with 14.7 million downloads among users aged 18 to 24 in the United States in 2024, according to Appfigures research, probably as a result of Temu’s new appeal and shorter market duration.
With approved vendors and free returns within 15 days for orders over $3, Amazon believes Haul will provide a more reliable low-cost buying option. Regulatory demands, meanwhile, might make this new endeavour more difficult. De minimis regulations, which permit imports under $800 duty-free and allow businesses like Temu and Shein to maintain low prices, are causing worry among U.S. politicians of both parties. Amazon’s aim to enter the budget market may be impacted by President-elect Donald Trump’s proposed 60% tax on Chinese imports, which might raise prices in this new market.