Overview

Amazon has introduced Haul, a mobile‑only storefront that showcases items priced below $20 and ships directly from Chinese warehouses with a typical 1‑ to 2‑week delivery window. By sidestepping the traditional Fulfilled‑by‑Amazon (FBA) model, Haul aims to rival fast‑growing platforms such as Temu and Shein. Sellers who rely on Amazon’s conventional marketplace should watch closely, because the new channel threatens price‑sensitive categories and reshapes how low‑cost goods reach U.S. shoppers.

Key Points

• Sub‑$20 price ceiling — The majority of listings sit under $20, many falling between $1 and $10, mirroring the price buckets that drive traffic on Temu and Shein.
• China‑origin fulfillment — Products are dispatched from Amazon‑partnered warehouses in China, eliminating FBA storage and fulfillment fees and extending delivery to 7‑14 days.
• Mobile‑exclusive catalog — Haul items are hidden from the standard Amazon search results and appear only within a dedicated section of the Amazon mobile app.
• Tiered volume discounts — Shoppers receive 5 % off orders exceeding $50, 10 % off orders over $75, and free shipping on purchases above $25, encouraging larger carts.
• Reduced seller fees for low‑price items — Amazon has lowered its commission for clothing and accessories priced under $20 to a range of 5‑10 %, an effort to help existing sellers stay competitive.

How Haul Works

1. Supplier onboarding — A Chinese manufacturer creates a seller account on Amazon, lists products priced under $20, and selects the “Haul” fulfillment option. Example: A Shenzhen‑based accessories maker uploads a set of silicone phone grips priced at $4.99, opting for direct‑ship from its local warehouse.
2. App‑only placement — Once approved, the items are placed in a separate Haul storefront that is accessible only through the Amazon mobile app’s “Haul” tab. Example: A U.S. shopper browsing the app taps the Haul icon and sees a carousel of low‑cost home‑decor pieces, none of which appear in the desktop search bar.