As we’ve discussed in previous posts about Temu and Shein globally, Temu’s rapid growth in the USA over the past two years has even turned it into a political talking point during recent elections.
While Amazon still wears the crown, it’s interesting to see them launch Amazon Haul in Beta mode in the USA—a marketplace designed to compete head-on with overseas low-cost platforms.
Amazon Haul offers fashion, home goods, and electronics, boasting over 300 million products under $30. However, the main difference seems to be the delivery time, which can take 1–2 weeks—a pace that Prime customers might find a bit “old school.”
Haul is Amazon’s response to Chinese marketplaces, which have experienced rapid growth in the United States as cost-conscious shoppers seek affordable products. According to Neil Saunders, managing director for retail at GlobalData:
“The value retail segment has been a major growth area over the past few years, and while the main Amazon site has a good value-for-money reputation, its wide offering means that it is not primarily seen as an everyday low-price destination.”
Amazon announced that a “majority” of Haul items are priced under $10, with some even less than $1. For example, an iPhone case is available for $1.79, a tablecloth for $4.99, and memory foam slippers for $9.99.
In what could be interpreted as a subtle dig at its overseas competitors, Amazon stated that it “screens the products sellers offer in Haul so customers can be confident they’ll receive products that are safe, authentic, and compliant with applicable regulations.”
This initiative will definitely be one to watch. Based on my experience testing marketplaces, this could be a strong indicator of Amazon’s future direction.
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