Amazon Haul Explained: What the New Discount Format Means for You
Amazon is known for coming up with nifty new features that bind customers to the platform even more – but with Amazon Haul, the e-commerce giant is stepping into an especially intriguing area.
Behind the innovative name lies a fresh shopping experience built around one key promise: low prices designed to trigger impulse buys. Sound familiar? If that sounds like a business concept leaning on the likes of Temu or Shein, that is no coincidence – Amazon Haul was developed to compete with exactly those platforms.
Right now, the new shopping feature is only available in the U.S. and the U.K. – making this an early opportunity for Amazon sellers in these markets to pay close attention. With a focus on budget-friendly, fast-moving products, Amazon Haul is a huge discount store that could shift consumer expectations and reshape how sellers approach pricing, assortment, and conversion.
This article provides you with a quick breakdown of how Amazon Haul works, why it matters, and what it could mean for your business. Could it disrupt your current sales strategy – or open up new opportunities for smart, agile sellers? Let’s find out.
What Is Amazon Haul?
The term “haul” was originally coined by influencers: it refers to videos or posts where users showcase their recent “haul” – meaning a bulk of newly purchased items. Amazon is now claiming this concept with its own dedicated shopping section. While Amazon Haul is still in beta, it’s gradually being rolled out to more customers. Unlike the viral Amazon hauls by influencers you find on social media, this isn’t about content creation – it’s all about rock-bottom deals, directly within the Amazon ecosystem.
Amazon Haul is a standalone section within the Amazon mobile app, specifically geared toward low-price products. Most items cost under ten dollars (or pounds), with many priced between just one to three. The offerings span popular categories like fashion, electronics, home goods, and gadgets – essentially, the kind of items that sell on impulse without much research.
The platform targets price-conscious, spontaneous shoppers who enjoy trends, bargains, and handy little products. The user experience is deliberately playful, featuring emojis, colorful icons, and personalized recommendations – clearly tailored to a younger crowd that grew up with social selling. Currently, the shopping section is only available in the U.S. and the U.K., but industry insiders expect a broader rollout to other markets.
Helpful (or not?) for Amazon sellers: According to current information, the featured products are not sold within the typical Amazon FBA environment but rather come from Amazon’s global supply network – similar to what’s often seen from third-party sellers based in China. At the same time, Amazon Haul is firmly embedded within the main marketplace – with a Prime-like look and feel, but intentionally different expectations when it comes to pricing, delivery times, and product presentation.
In other words: With Amazon Haul, the company is building its own “mini Temu” – and testing just how much discount appeal its customer base is willing to embrace.
Features and Characteristics of Amazon Haul
Amazon Haul is more than just the next dollar store – it’s a standalone shopping experience with a clear mission: to present fast-access deals in a playful, mobile-first environment. Here’s an overview of the key features that make Amazon Haul interesting for customers (and indirectly for sellers as well):
Product Range:
The assortment is tailored for impulse buys – not big-ticket tech items, but small “I want this” products with a low purchase threshold. Amazon Haul offers a colorful mix of items from categories such as:
Pricing:
Most items are under $10 (or local equivalent), many even below $5. Some offers start at just $1 – a clear signal to bargain hunters and deal fans. As is typical for Amazon, pricing appears algorithmically optimized, meaning it’s highly competitive.
Shipping:
Orders over $15 qualify for free shipping. For smaller orders, a flat rate of $2.99 applies. Delivery times don’t match Amazon Prime’s standards – typically taking 1 to 2 weeks.
Returns & Customer Service:
Returns are free within 15 days, provided the item costs more than $3. Returns can be processed directly through Amazon’s interface – a major plus compared to platforms like Temu or Shein, where returns can be complicated.
Mobile-Only – No Desktop Access:
Amazon Haul is only accessible via the Amazon mobile app – likely a move to specifically target mobile users and create a streamlined, app-first user journey. The interface feels more like a social app than traditional e-commerce: colorful, click-driven, and visual.
Important Note for Sellers
It’s currently unclear which sellers will be granted access to the Haul section. Most listings appear to be handled via Amazon Global Store or direct partnerships with manufacturers. For existing Amazon sellers, this means: keep an eye on developments to see whether FBA products or new listing options will be allowed in the future.
Comparison With Other Platforms
At first glance, Amazon Haul looks like a direct attack on platforms like Temu, Shein, or Wish – and that’s exactly what it is. While Amazon has traditionally been known for its wide selection, reliability, and Prime convenience, Haul is the complete opposite: ultra-cheap products, a deliberately simplified user experience, longer delivery times – all wrapped in the trust that Amazon has built with its customers.
As such, there are several similarities with Temu & Co.:
But as always, when a giant like Amazon enters a new market segment, it can immediately benefit from some powerful advantages.
| Feature | Amazon Haul | Temu, Shein & Co. |
| Customer trust | High | Low |
| Return process | Easy, Amazon-standard | Complicated and time-consuming |
| Support and service | Excellent, Amazon-standard | Limited to non-existent |
| Payment | Secure and familiar | Often unclear |
| Integration | Within the Amazon ecosystem | Standalone platforms |
What This Means for Amazon Sellers
Amazon Haul could open up a new playing field within a trusted environment. While platforms like Temu and Shein operate outside Amazon’s reach, Haul stays within the familiar marketplace infrastructure – potentially offering sellers a way to tap into the discount-driven impulse-buy market without leaving the ecosystem. However, it remains to be seen whether third-party sellers or FBA products will be included in the long term.
Challenges
1. Increased Price Pressure on Existing Listings
Amazon Haul is built around ultra-low prices. This could lead to growing price sensitivity among customers – even outside the Haul section. Sellers in low-ticket categories like fashion accessories, household gadgets, or electronics may feel the squeeze the most.
2. Stronger Competition from Amazon Itself
Many Haul products are sourced directly from manufacturers or via Amazon’s global procurement network – cutting out third-party sellers entirely. The big question for many merchants: how do you compete when Amazon turns into a discount store and you’re not even in the aisle?
3. Loss of Visibility in the App
Amazon Haul is prominently placed in the mobile app. If Amazon starts pushing more traffic into that space (e.g. through banners, home screen placements, or push notifications), traditional listings – especially in low-price categories – may lose visibility and discoverability.
4. Shrinking Margins in Budget Categories
Sellers already operating on thin margins may find it nearly impossible to match Haul prices. This might force them to either adapt their product range or double down on quality and branding – both of which require additional investment.
5. Rising Expectations for ‘Value for Money’
Shoppers using Haul may still expect an “Amazon-like” experience, despite paying bargain-basement prices. This could influence customer expectations across the board – including packaging, shipping, and returns – making it even harder to compete with platforms like Temu if you’re held to higher standards.
6. Potential Impact on Buy Box Algorithms
It’s still unclear whether Haul prices will influence Amazon’s Buy Box algorithm. But if those ultra-low prices start being used as a benchmark, they could create new pricing pressures for regular seller listings.
Opportunities for Sellers on Amazon Haul
1. Selling Off Overstock or Test Runs
If Amazon opens up Haul to third-party sellers, it could become a valuable channel for moving hard-to-sell inventory – such as B-stock, outdated models, or seasonal surplus. Instead of sitting on unsold products or even destroying them, sellers could find a profitable exit through Haul.
2. Reaching New Customer Segments
Amazon Haul targets a mobile-first, younger, and highly price-sensitive audience. Sellers who position the right products – such as trending items or social-media-friendly gadgets – have the opportunity to reach buyers who may not yet be traditional Amazon customers.
3. Building Brand Awareness with Entry-Level Products
A budget-friendly product featured in Haul can act as a gateway to your broader brand experience. Through clever packaging, inserts, or follow-up upselling strategies, sellers can turn first-time bargain hunters into loyal brand customers.
4. Competitive Edge Through Sourcing Capabilities
Sellers with direct access to manufacturers – especially overseas – can use their sourcing strengths to develop Haul-compatible products at competitive prices. Private label sellers with strong supplier relationships are particularly well-positioned to outpace even Amazon in some cases.
5. Leverage for Influencer and Micro-Content Campaigns
Haul-style products are made for social media. Whether it’s TikTok, Instagram, or YouTube Shorts, sellers with a solid content marketing setup can gain early visibility and traction by aligning their products with influencer campaigns and viral formats.
Turning Price Pressure into Competitive Advantage
In a market as price-driven as Amazon, it’s increasingly crucial for sellers to protect their margins without sacrificing competitiveness. This is where an AI-powered repricer like the one from SELLERLOGIC becomes a game-changer.
Smarter Pricing for Maximum Profitability
SELLERLOGIC’s dynamic, AI-driven repricing algorithm is designed not only to win the Buy Box but also to maximize the selling price within it. Once your product secures the Buy Box, the repricer automatically increases the price – carefully optimizing profit without losing the position.
Flexible Strategies for Different Business Models
Whether you’re selling retail goods, private label products, or B2B solutions, the SELLERLOGIC Repricer supports a wide range of customizable strategies. You can define minimum and maximum price limits or set target margins, allowing for precise, margin-protecting pricing while avoiding destructive price wars.
Efficiency and Time Savings
By automating your pricing strategy, the SELLERLOGIC Repricer significantly reduces manual work. It adapts in real-time to market changes, letting you focus on growing your business while the software handles pricing intelligently in the background.
In an environment where the Amazon Haul Store and platforms like Temu are increasing price competition, the Repricer is an effective solution to protect your margins while staying competitive.
Current Status and Availability
Amazon Haul is currently rolling out in stages, with a clear focus on English-speaking markets. At present, the format is available in the United States and the United Kingdom. There is no desktop version yet, nor has Amazon officially announced plans to expand Haul to other regions – such as Amazon Germany (Amazon.de).
According to reliable news sources there are strong indications that Amazon Haul could, e.g., be launched in Germany quite soon. Amazon is closely monitoring market dynamics – especially the aggressive expansion of platforms like Temu and Shein, both of which are already well established in Germany.
What Sellers Need to Know
Amazon typically tests new features in the US or UK before rolling them out to additional markets. Sellers who take the time to understand how Amazon Haul works now will be strategically and operationally better prepared once the format expands.
At this time, it is unclear whether – or when – Amazon will open the Haul section to Marketplace sellers. The current product listings appear to come primarily from the Amazon Global Store or Amazon-owned inventory. That said, it’s entirely possible that sellers may soon be able to:
Amazon has yet to comment officially, but the rollout bears a strong resemblance to other pilot programs that were later opened up to sellers – such as Amazon Vine, Prime Deals, or Premium A+ Content.
Future Outlook and Potential Developments
Amazon Haul is still in its early stages – but the concept has the potential to reshape parts of the Amazon marketplace, especially in the German and broader European context. Early signs point to upcoming shifts that could introduce new rules of engagement for sellers.
Germany is not only one of Amazon’s most important global markets, but also among the most price-sensitive. Platforms like Temu, Shein, and Wish have already demonstrated that there is strong demand for low-cost trend products among German consumers.
Amazon Haul could perform particularly well in Germany if:
What to Expect if Amazon Haul Launches in the EU
If Amazon rolls out Haul across the European Union, sellers can expect Amazon to:
Amazon Haul: More Than Just a Feature?
Amazon Haul is more than just another feature – it’s a strategic signal. The retail giant isn’t merely responding to the success of players like Temu and Shein. Instead, it’s testing a fundamentally new shopping experience: mobile-first, discovery-led, and focused on ultra-low prices.
For marketplace sellers, the big question is: threat or opportunity? As so often, the truth lies somewhere in between.
Who Stands to Benefit?
Amazon Haul could become a profitable channel for:
Who Should Approach with Caution?
The format may not suit:
What Now?
Even though Amazon Haul is not yet available in high revenue regions like Germany or Spain, online sellers should start paying attention. Amazon continuously tests new formats – and those who are prepared will be best positioned to gain early visibility once the feature expands.
Sellers who view Amazon Haul as a potential new sales channel, while leveraging tools like the SELLERLOGIC Repricer to stay profitable in a price-driven environment, will enjoy a clear competitive edge.
FAQs
Amazon Haul is a discount storefront within the Amazon app, not a separate app in itself. It offers ultra-low-priced items to compete with platforms like Temu and Shein.
Amazon Haul and Temu both offer ultra-low-priced products, but they serve different shopper needs. Amazon Haul is built into the trusted Amazon ecosystem, offering easier returns and familiar service, though the product range can feel less trendy. Temu, on the other hand, provides a wider, trend-driven selection with aggressive pricing – but often at the cost of longer shipping times and mixed product quality. If you prefer reliability and convenience, Amazon Haul reviews prove that Amazon is the safer choice. If you’re chasing variety and rock-bottom prices, Temu may deliver more excitement – just with a few trade-offs.
Yes, that’s likely. Haul is shaping a new price perception among mobile users. Sellers in price-sensitive categories (e.g., fashion, household goods) should expect increased competition and margin pressure – and respond accordingly, for example with repricing strategies or clear product differentiation.
Closely monitor developments in the U.S. and U.K. Identify which of your products have Haul potential (trendy, low-priced, mobile-friendly) and optimize your pricing with tools like the SELLERLOGIC Repricer. Influencer marketing and mobile-optimized product presentation may also play a key role in the future.
Image credits: unsplash.com / ChatGPT
