Amazon Launches New Sub-$19 Platform Challenging Shein and Temu

On Wednesday, November 13, 2024, Amazon launched "Haul," its latest e-commerce venture aimed at competing with low-cost industry giants. Do you think they can succeed in this fierce competition?

Amazon Challenges Low-Cost Titans with “Haul”

Global e-commerce leader Amazon has taken a significant step in its expansion quest. On Wednesday, November 13, 2024, the company unveiled “Haul,” its latest e-commerce offering, strategically designed to compete with low-cost giants, potentially reshaping the online shopping landscape.

Cut-Price Deals

With “ultra-low prices,” Amazon’s Haul promises affordable shopping, featuring thousands of fashion, home, and electronics items for $20 (approximately 19 euros) or less. This aggressive move targets the rapid market share growth of competitors like Shein and Temu.

Availability and Terms

Currently available only in the U.S. in its beta version, as stated by Amazon, customers can access Haul through the Amazon Shopping app. The aim of Haul is to make consumption “affordable.” According to Amazon, all items are priced at $20 or below, with most products under $10 and some starting at just $1.

Impact on Fast Fashion?

Given the explosive growth of fast fashion, Amazon’s Haul could significantly alter the market. Recently, La Poste reported that Temu and Shein account for 22% of its packages, a sharp increase from less than 5% five years ago. In France, measures have been implemented to curb these polluting companies, including a surcharge of up to 10 euros per fast fashion product purchase. Whether Amazon Haul will expand to France remains unspecified in the company’s announcement.