Amazon launches “Haul”, its application which cuts prices against Temu and Shein

Faced with the rise of platforms like Temu and Shein, Amazon is launching a new online store called “Amazon Haul”.

Amazon launches into online discounting with “ Amazon Haul », a new showcase of inexpensive products, which wants to compete with the very popular Chinese platforms such as Temu and Shein. Currently only available in the United States and on mobile, the store offers items mostly shipped directly from China.

Amazon Haul takes over Shein and Temu codes

Amazon Haul's homepage is reminiscent of Temu and Shein, with a grid layout that stands out from the usual list of products featured on Amazon. The items are accompanied by small, attractive symbols, like rocket or fire emojis, to better highlight promotions and flash sales. Among the products available are a variety of clothing, home accessories and everyday items, often listed at very low prices, between $2 and $20.

L’application Amazon Haul. – © Amazon

Amazon emphasizes that this offer is aimed at consumers wishing to access ultra-competitive products despite delivery times extended by one or two weeks. If the Amazon Haul model differs from the Prime offer, the company ensures a selection of sellers in advance and allows free returns within 15 days for items over 3 dollars.

A controversial model, but popular with young consumers

The Temu and Shein platforms, although appreciated, are under fire from criticism, particularly on the environmental impact linked to their fast fashion model and their long distribution chains. In Europe, these companies are also the subject of an investigation into questionable practices. The platforms are notably accused of encouraging compulsive purchases and selling non-compliant products. Despite this, their popularity remains high, especially among Generation Z consumers, who value low prices and product variety.

Read: ordering from Shein, Temu or AliExpress may soon cost you more

Amazon Haul comes at a time when debates around Chinese imports are particularly heated in the United States. President-elect Donald Trump is considering a 60% tax on products imported from China, which could affect the profitability of this type of model. Furthermore, the Biden administration is already seeking to limit the “abuse” of the de minimis exemption, allowing tax-free entry of low-value goods, from which companies like Temu and Shein benefit. In this context, Amazon may have to adapt its strategy to remain competitive with its new Haul offering.