Amazon Launches Haul to Rival Low-Cost Giants Temu and Shein

Amazon has unveiled a new budget-friendly outlet called Haul, aiming to capture the market share of low-cost retailers such as Temu and Shein. Announced on Wednesday, Haul is a mobile-only shopping experience within Amazon’s Shopping app, exclusively available to US customers.

The standout feature of Haul is its price cap, with all products available for $20 (approximately £15.79) or less. The platform promises “crazy low prices” for goods that may take up to two weeks for delivery—a strategy mirroring the business models that have driven the rapid growth of its Chinese rivals.

Temu and Shein have seen explosive growth in recent years by offering inexpensive items with extended shipping times. However, they have also faced scrutiny for their environmental impact and alleged exploitation of import loopholes. “Temu and Shein have faced backlash both for taking advantage of import loopholes and for being wasteful and environmentally irresponsible,” said Sucharita Kodali, a retail analyst at Forrester. Kodali noted that Amazon Haul could face similar challenges.

Despite these potential pitfalls, Amazon is focusing on low-cost offerings with products priced significantly below the $20 cap. The company cited examples such as a three-piece razor set and a necklace, bracelet, and earring set, each priced at under $3. To further attract shoppers, Amazon is offering free shipping on orders over $25, with expected delivery times between one and two weeks.

“Finding great products at very low prices is important to customers, and we continue to explore ways that we can work with our selling partners so they can offer products at ultra-low prices,” said Dharmesh Mehta, Amazon’s vice president of worldwide selling partner services. Mehta emphasized that the Haul shopping experience is still in its “beta” phase, with plans to refine and expand the platform based on user feedback.

Haul also promises that all listed products will be backed by Amazon’s product guarantees, ensuring consumer confidence in product safety. The move comes as global regulators increasingly monitor platforms that push mass-produced goods at exceptionally low prices. For instance, the European Commission initiated action against Temu in October over concerns about illegal product sales.

“It’s still early days,” Mehta stated, adding that Amazon will assess customer feedback to adapt and improve the service in the coming months.

With Haul, Amazon is making its most significant foray yet into the competitive market for ultra-affordable, slower-shipping products—a market that has upended conventional retail practices and attracted millions of budget-conscious shoppers worldwide.