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Amazon’s mobile shopping experience may look different for some US shoppers, as the tech giant has rolled out its discounted storefront, Haul, in beta. The site will likely be a direct competitor to the likes of Chinese-linked e-commerce retailers Temu and Shein, which also sell low-priced items online.
Haul has a young and cheeky vibe, represented both in the bright color scheme of the storefront and the language used to describe items sold. The storefront carries items under categories like “social faves” and “tiny treats.” It also has an “in the spotlight” section with topics like tees, travel, and beauty tools.
Haul will enable US shoppers “to discover even more affordable fashion, home, lifestyle, electronics, and other products with ultra-low prices,” Amazon said in a blog post. All items sold under Haul are priced at $20 or less, with the majority of them priced at $10 or less, while some items cost as low as $1.
The kicker, though, is that Haul offers slower delivery times compared to Amazon Prime. The ultra-low priced items come with “typical delivery times of one to two weeks,” Amazon said.
Amazon’s version of an ultra-low-price site like Temu carries a wide range of items from scalp massagers and shoelaces to tote bags and hoop earrings, many sold by Chinese sellers. Some of the names of merchants selling on the site include NileHome US, Lydztion, and Vatin Official.
Zoom out: Amazon’s plan to fend off rivals Temu and Shein has been long overdue. The company reportedly started work on the discounted store earlier this year, and held a meeting with Chinese sellers in June, per The Information.
Temu, owned by Chinese e-commerce major PDD Holdings, launched in the US in September 2022, while Shein has been selling to US consumers since 2017. Shein and Temu’s US operations allow Chinese sellers to ship directly to US customers without having to stock goods in US warehouses.