Amazon Haul, launched in beta in the UK in May 2025, represents Amazon’s strategic effort to counter ultra-low-cost platforms such as Temu, Shein and AliExpress. With most items priced under £10, and other select “crazy low” priced items, Haul appeals to budget-minded shoppers by offering globally sourced products across fashion, home and electronics. It provides free shipping on orders above £15, delivery within one to two weeks, an A-to-Z Guarantee, safety inspections and free returns within 15 days. 

Accessible via the Amazon Shopping app only, Haul uses a standalone interface and checkout system powered by Amazon’s vast logistics network. While its trust credentials remain compelling, Haul faces stiff competition from Temu’s gamified features, Shein’s rapid delivery and AliExpress’s vast assortment. Its mobile-only format lacks the viral social commerce tactics that drive engagement on rival platforms. 

Haul may find traction outside the US, particularly in the UK and Saudi Arabia, where tariffs are lower and localised strategies can soften cost pressures. However, for SMEs, Haul’s £20 cap poses margin risks and potential cannibalisation of existing Amazon listings, demanding a careful balance between affordability and profitability.

Strategic Intent: A Desperate Copycat or Calculated Move?

In the United States, Amazon Haul functions as a permanent feature within the Amazon app, operating from Chinese suppliers and bypassing warehouses to keep costs low. Delivery targets one to two weeks, mirroring the timelines of competing platforms. It counters Temu and Shein, favoured by Gen Z shoppers, by focusing on generic, unbranded products and offering discounts on orders over a certain amount. 

Haul adapts to trade barriers by shifting inventory to alternative locations and highlights trust factors such as guarantees and safety checks. Yet, the recent introduction of “Brand Faves” dilutes its original, unbranded value proposition and may confuse its identity.

Why Chinese Competitors Are Miles Ahead

Platforms like Alibaba, Temu and Pinduoduo benefit from unrivalled supply-chain integration and China’s manufacturing prowess, enabling rock-bottom prices and accelerated production cycles. They enhance their edge through AI-driven personalisation and dynamic pricing, outflanking Western rivals in responsiveness and customer targeting. Alibaba, for example, has been actively onboarding US and European “mom-and-pop shops” through private-labelling, bespoke packaging and advanced cross-border e-commerce tools, despite ongoing trade tensions.

Meanwhile, Temu and Pinduoduo deepen engagement with gamified interfaces and aggressive discounts, challenging Amazon’s dominance in bargain segments. Alibaba’s dual-track internationalisation balance, marrying global diversification with local customisation, further cements its position, even as it navigates fulfilment complexities and quality assurances.

A Calculated Gamble or a Desperate Move?

Amazon Haul embodies a strategic gamble that leverages Amazon’s logistical prowess and consumer trust to enter the ultra-low-cost segment. Its UK-focused launch and regulatory advantages offer potential, but success hinges on differentiating user experience and balancing cost leadership with engagement. 

For SMEs, Haul unlocks new audiences but demands careful margin management and brand stewardship. Global expansion, tariff mitigation and feature innovation will determine whether Haul emerges as a lasting niche or a fleeting footnote in Amazon’s vast empire.

As one analyst put it: “Haul is not just a copycat—it’s a symptom of Amazon’s desperation to stay relevant in a market it once dominated. But imitation is the sincerest form of failure. Without innovation, even Amazon cannot outrun the future.”

NorthStar Consulting empowers decisions with cutting-edge, data-driven insights. Stay ahead and subscribe to The Pulse for real-time updates on emerging tech trends and follow our coverage of US tariffs and their impact on commerce.