Amazon launched Amazon Haul yesterday, a new low-cost digital storefront for US mobile users. The new feature promises prices below $20 for a variety of household products, with free, roughly two-week shipping on orders over $25 and free returns on items over $3 within 15 days.
The product launch from the US’ largest online retailer comes amid growing competition from China-based e-commerce platforms Temu and Shein, whose gamified user interfaces and low-cost products have earned a quick, widespread user base in the US. Retailers use proprietary inventory software to precisely shift orders to sellers based on customer behavior. Estimates peg the companies hold roughly 1% of US e-commerce market share each, compared to Amazon’s 40%.
Analysts say Haul’s interface resembles the gamified grid of Temu and Shein and that its longer shipping times suggest Haul’s products will likely ship from China. A company announcement highlighted sellers would be screened for safety and compliance, a recurring complaint against the Chinese apps.
