Amazon has just revealed its response to online discount giants Temu and Shein with the launch of “Haul”, a new platform dedicated to low-cost products.
Haul, Amazon’s new platform, will accommodate a whole bunch of low-cost products. Currently in the beta phase, it is only accessible via the Amazon mobile application in the United States, and for a limited number of users.
Faced with the rise of Temu and Shein, which have considerably shaken up the e-commerce market, the American giant is adapting its strategy. Haul offers items at particularly attractive prices : eyelash curlers for $1, pajamas for $14 or even handbags for $3.
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To maintain these ultra-competitive prices, Amazon adopts the same logistics model as its competitors: packages are shipped directly from China to the United States by air freight. This approach involves longer delivery times and a more restrictive returns policy than on Amazon’s main marketplace. Shipping is free on orders over $25, with a $3.99 fee below that threshold.
Haul’s interface clearly takes inspiration from its competitors, with a grid layout and eye-catching visual elements like rocket emoji indicating “quick sale” items or fire emoji signaling “crazy prices.” The platform offers a wide range of products, from clothing to accessories to household items.
Amazon justifies this initiative by explaining that some customers are willing to wait one to two weeks to benefit from ultra-low prices, even if the Prime service remains the benchmark for fast deliveries.
This launch, however, comes in a delicate context. Incoming Trump administration plans to toughen trade terms with Chinawhich could significantly impact not only Haul, but also the entire discount e-commerce sector.
Despite these uncertainties, Amazon is banking on the trust established with its customers to stand out from its competitors, notably by promising rigorous control of sellers and a free return policy within 15 days for items over $3.
