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

1. 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.
2. 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.
3. 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.