Amazon has just launched “Amazon Haul,” a new online storefront offering items priced under $20, aimed squarely at competing with discount platforms Temu and Shein.
Accessible through Amazon’s app, Haul promises deep discounts on everything from fashion to electronics. Most items ship directly from a China-based warehouse, with deliveries taking one to two weeks. The move marks Amazon’s latest push to capture the rising tide of bargain-focused shoppers seeking alternatives to traditional big-box pricing.
For Amazon, Haul is a shift from the company’s signature speed-driven model toward a strategy focused on ultra-low pricing. While Amazon’s Prime service has long offered next-day and same-day delivery on millions of items, Haul asks customers to swap instant gratification for significant savings. With some items priced as low as $1, and most under $10, Haul is targeting cost-conscious consumers who don’t mind waiting a bit longer if it means a lower bill. Orders over $25 will ship for free, while smaller purchases come with a $3.99 fee.
Competition heating up in the discount e-Commerce market
The launch of Haul comes at a time when platforms like Shein and Temu are reshaping U.S. online shopping habits. Offering inexpensive, trendy items, these platforms have drawn younger consumers with their easy, price-driven experience. Now, Amazon is jumping in with its own budget-friendly offerings, hoping to win over shoppers who might otherwise turn to Shein or Temu for these kinds of low-cost finds.
“Finding great products at very low prices is important to customers,” said Dharmesh Mehta, Amazon’s vice president of worldwide selling partner services. “Amazon Haul aims to make shopping affordable, fun, and easy.”
With its inventory largely unbranded, Haul has its own search and checkout within the Amazon app, letting customers build a “haul” of discounted items. An iPhone case for $1.79, touchscreen gloves for $3.21, and holiday-ready table runners for $2.99 are just a few examples of the items offered. Amazon is also sweetening the deal with extra discounts on larger orders.
While Haul promises low prices, some analysts are concerned about the environmental impact of fast-moving, low-cost goods, a critique already facing Shein and Temu. By focusing on volume sales at such low prices, there’s worry that Haul could follow the same path, leading to overconsumption and increased waste.
Amazon insists it has safeguards in place, screening products for safety and authenticity and covering all items with its A-to-z Guarantee. However, most items priced under $3 are non-returnable—a policy likely intended to offset logistical costs but one that may frustrate some shoppers.
Economic factors may also challenge Haul’s success. The Biden administration recently announced plans to curb the flood of cheap goods from China, citing concerns over U.S. dependency on foreign manufacturing. Tariffs on Chinese goods could drive up import prices, potentially narrowing Amazon’s margin on Haul products or passing higher costs onto consumers.
For shoppers willing to wait a week or two, Amazon Haul could be a new go-to for low-cost items that don’t require premium prices. But Haul’s long-term viability may depend on its ability to handle environmental critiques, potential tariffs, and the shifting expectations of U.S. consumers.
