Amazon has launched in beta version “Amazon Haul”, a new shopping experience at the heart of its mobile application, the particularity of which is a selection of items under $20. Additionally, the platform offers additional discounts for large baskets: 5% for orders over $50 and 10% for those over $75. With this launch, the e-commerce giant wants to win back customers who are increasingly tempted by ultra-low-cost platforms like Temu and Shein.
Temu and Shein in Amazon's crosshairs
According to a Salesforce study published in November, 56% of American consumers have made at least one purchase from these Chinese stores in the last six months. And this trend seems to continue for the holiday season: nearly 69% of buyers surveyed plan to continue shopping there.
On “Amazon Haul”, the tone is decidedly out of step with that of Amazon. Far from the somewhat sad product sheets, the descriptions come alive with emojis and crackling slogans like “crazy deals!” “. “Haul” is a word used to refer to product unboxing videos, which is even more appealing to younger consumers.
Gone are the classic rating stars, here replaced by “bestseller” labels and a more colorful and fun interface. This approach has two objectives: offering low prices while integrating a dimension that encourages people to buy impulsively, a key advantage of competing platforms.
To convince hesitant consumers, particularly those who prefer Amazon for the reliability of its deliveries, “Amazon Haul” focuses on speed. Although delivery times are announced between one and two weeks, the platform guarantees that “ 75% of orders are delivered in less than 7 days“. Additionally, Amazon offers free shipping on orders over $25, with a flat rate of $3.99 for lower amounts.
The group promotes its “A-to-Z Guarantee” program, which also applies to purchases via “Haul”. This guarantee protects consumers in the event of non-compliance with delivery times or non-conformity of products. As Dharmesh Mehta, vice president of seller services at Amazon, explains, this insurance allows customers to buy “ with confidence, knowing that the products are secure and meet expectations “. This speech is clearly aimed at consumers concerned about reliability and security issues, issues that weigh on Shein and Temu.
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