Amazon has introduced a new budget-friendly outlet called Haul, designed to offer products capped at $20 (approximately £15.79) as the retail giant takes aim at low-cost competitors Temu and Shein. Announced Wednesday, Haul is accessible only via Amazon’s Shopping app and currently available to US customers.
With Haul, Amazon aims to provide “crazy low prices” on select items, encouraging consumers to embrace slightly longer delivery times—up to two weeks—for substantial savings. The platform offers products in categories ranging from personal care to jewelry, with most items priced below $10 (around £7.90). Examples highlighted by Amazon include a three-piece razor set and an accessory set with earrings, a bracelet, and a necklace, all priced under $3 each.
The move underscores Amazon’s response to the growing influence of China-based e-commerce giants Temu and Shein, which have surged in popularity in recent years. Known for their rock-bottom prices and fast fashion, both companies have faced criticism from environmental advocates and regulators due to the environmental toll of high-volume, low-cost production and shipping practices. Some regulatory bodies, including the European Commission, have taken action against these platforms, citing concerns over the environmental impact and allegations of illegal product sales.
Retail analyst Sucharita Kodali from Forrester noted that while Haul may address consumer demand for affordable items, it could face similar criticisms as Temu and Shein. “Temu and Shein have faced backlash both for taking advantage of import loopholes and for being wasteful and environmentally irresponsible,” Kodali told BBC News. “This effort seems to have the same challenges,” she added.
As Amazon steps into this competitive landscape, it highlights that Haul products will meet its usual safety and quality guarantees, potentially setting it apart from rivals. Free delivery is available for orders of $25 or more, aligning with Amazon’s broader Prime shipping model, though Haul’s longer delivery time aims to reduce costs while still providing consumer protections.
Dharmesh Mehta, Amazon’s vice president of worldwide selling partner services, emphasized that Haul remains in a “beta” phase, with Amazon closely monitoring customer feedback to guide future improvements. “Finding great products at very low prices is important to customers, and we continue to explore ways that we can work with our selling partners so they can offer products at ultra-low prices,” Mehta stated.
Despite Amazon’s strategic push, Kodali cautioned that Haul may face hurdles if consumers’ expectations of quality and shipping times aren’t met. “There is evidence consumers are growing tired of poor quality goods and slow shipping,” she noted, suggesting Haul’s success will depend on its ability to meet quality standards while remaining profitable. “If the products are underwhelming for shoppers and unprofitable for Amazon, I don’t expect Haul to be long for the world,” she added.
The platform’s debut marks Amazon’s latest experiment in the budget retail space, though it remains uncertain if Haul will expand to the UK and other markets. As consumers increasingly weigh cost, quality, and sustainability, Amazon’s approach may ultimately define its place in the crowded low-cost retail market.
