Amazon Unveils New “Haul” Shopping Experience to Compete with Temu and Shein’s Low-Price Model
Amazon has launched a budget-friendly shopping outlet called Haul, offering U.S. customers products capped at $20 (around £15.79) as it takes aim at popular low-cost retailers Temu and Shein. Haul, accessible via the Amazon Shopping app, introduces a mobile-only experience featuring heavily discounted items with delivery times of up to two weeks.
Promising “crazy low prices,” Amazon highlights Haul as a response to demand for ultra-affordable options, with most items priced below $10. Examples include a three-piece razor set and jewellery for under $3 each, according to Amazon’s announcement. Free shipping is available for orders over $25, with delivery times extended compared to Amazon’s usual speed.
Haul’s introduction brings Amazon into the slower-shipping, low-cost market that has driven the success of Chinese competitors Temu and Shein. However, these retailers have also faced criticism over environmental concerns and regulatory issues, with the European Commission recently raising alarms about the sale of illegal products on Temu’s platform.
Amazon’s vice president of worldwide selling partner services, Dharmesh Mehta, emphasized the company’s commitment to safety and quality for Haul’s products, adding that customer feedback will shape its development. Forrester retail analyst Sucharita Kodali noted, however, that Haul may face similar challenges to its rivals, including backlash over environmental impact and concerns about product quality and shipping delays.
Kodali added that U.S. shoppers’ patience for low-cost goods with slower delivery could wane if product quality fails to meet expectations.
