Amazon Launches Haul: Ultra-Discount Storefront Takes Direct Aim at Temu and Shein
Amazon launched the mobile‑only "Haul" storefront in early 2024, limiting every listing to $20 or less. The service offers tiered cart discounts (5% over $50, 10% over $75) and ships from Amazon‑run warehouses in China with a 7‑14 day delivery window.
Overview
Amazon has launched “Haul,” a mobile‑only storefront where every item is priced at $20 or less. The service, rolled out in early 2024, directly targets low‑price competitors such as Temu and Shein. Sellers should watch because Haul reshapes pricing dynamics, fulfillment routes, and the balance between U.S. and overseas vendors on Amazon’s platform.
Key Points
- Mobile‑first layout — Haul appears only inside the Amazon app and mobile web, keeping it separate from the desktop marketplace and reinforcing a bargain‑hunter brand image.
- $20 price ceiling — All listings cost $20 or less; the majority sit under $10, with items as cheap as $1 spanning categories like kitchen tools, cosmetics, apparel, electronics, and home décor.
- Tiered cart discounts — Orders exceeding $50 receive a 5 % discount, while carts over $75 earn 10 % off, nudging shoppers toward larger baskets.
- Two‑week shipping window — Products ship from Amazon‑run warehouses in China, taking 7‑14 days to reach U.S. buyers, a stark contrast to Prime’s two‑day promise.
- Shipping & return rules — Free shipping triggers at $25; smaller orders incur a $3.99 fee. Returns are free within 15 days for items above $3, but purchases of $3 or less cannot be returned.
- Safety screening — Amazon states every Haul listing passes authenticity, safety, and compliance checks before becoming visible to shoppers.
How Amazon Haul Works
- Product sourcing — Sellers list items that are manufactured in China and priced at $20 or below. For example, a $7 silicone spatula from a Guangdong factory is uploaded through Amazon’s seller portal.
- Warehouse allocation — Once approved, the product is shipped to an Amazon‑operated fulfillment center in China. The same center later consolidates orders for U.S. delivery.
- Safety verification — Amazon’s compliance team runs tests for hazardous substances, verifies brand authenticity, and checks labeling. A $9 facial mask, for instance, receives a certificate confirming it meets U.S. cosmetic standards before it appears on Haul.
Analysis & Recommendations
Why This Matters
Haul gives budget shoppers a dedicated Amazon lane, forcing sellers to add ultra‑low‑price SKUs, adjust pricing, and accept longer China‑to‑US shipping. Leveraging Amazon's safety vetting can differentiate sellers from Temu and Shein, while cart‑discount thresholds create bundling opportunities.
Key Takeaways
- Haul is a mobile‑only storefront launched in early 2024 with a $20 price ceiling for all items.
- Cart discounts are 5% for orders over $50 and 10% for orders over $75.
- Products ship from Amazon‑operated warehouses in China, taking 7‑14 days to reach U.S. buyers.
- Returns are free within 15 days for items priced above $3; items $3 or less cannot be returned.
Recommended Actions
- →In Seller Central, go to Catalog → Add Products → Select ‘Haul’ channel and list eligible SKUs priced ≤ $20.
- →Update handling time for Haul listings in Settings → Shipping Settings to reflect the 7‑14 day transit from China.
- →Create bundled promotions in Advertising → Promotions to push cart totals above $50 or $75 and trigger the 5%/10% discounts.
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