Amazon’s mobile shopping experience is getting a facelift for some US shoppers with the launch of its discounted storefront, Haul, currently in beta. This new venture is set to compete directly with Chinese-linked e-commerce retailers like Temu and Shein, which are known for their low-priced offerings.
Haul exudes a youthful and vibrant energy, showcased by its bright color scheme and playful language used in product descriptions. The storefront features categories such as “social faves” and “tiny treats,” along with an “in the spotlight” section highlighting items like tees, travel accessories, and beauty tools.
According to Amazon, Haul allows US shoppers “to discover even more affordable fashion, home, lifestyle, electronics, and other products with ultra-low prices.” All items in Haul are priced at $20 or less, with most under $10, and some items as low as $1.
However, a key difference with Haul is its slower delivery times compared to Amazon Prime. The ultra-low priced items typically have delivery times of one to two weeks.
Amazon’s version of an ultra-low-price site like Temu includes a wide array of products, from scalp massagers and shoelaces to tote bags and hoop earrings, many of which are sold by Chinese sellers. Sellers on the site include names like NileHome US, Lydztion, and Vatin Official.
In a broader context, Amazon’s initiative to counter rivals Temu and Shein has been anticipated for some time. Reports indicate that Amazon began developing this discounted store earlier this year and even held a meeting with Chinese sellers in June, according to The Information.
Temu, owned by Chinese e-commerce giant PDD Holdings, launched in the US in September 2022, while Shein has been serving US consumers since 2017. Both Shein and Temu enable Chinese sellers to ship directly to US customers without the need to stock goods in US warehouses.
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