Amazon Haul: What the New Low Price Store Means for Sellers

Last week Amazon launched Amazon Haul, a new low price store inside the Amazon app in the US. It is Amazon’s answer to Temu and Shein. Most items are priced under $20, many under $10, and they ship from overseas warehouses with longer delivery times than regular Prime orders.

Here is what Haul is, how it works and what it means for brands selling on Amazon.

What is Amazon Haul?

• A separate shopping experience inside the Amazon mobile app, launched in beta.
• Focused on very low priced items, such as fashion, home, accessories and small gadgets.
• Items mostly ship from an Amazon fulfillment center overseas, with delivery usually taking one to two weeks.
• Discounts get bigger as shoppers add more items to their order.

Why Amazon launched it

Low price apps have been growing fast, as we discussed in May in our post on Temu, Shein and TikTok Shop. Haul lets Amazon keep price focused shoppers inside its own app, using its trusted checkout and returns.

What it means for most brands

For branded sellers with quality products, Haul is not a direct threat. It targets a different shopper and price point. Most of our clients will not sell there.

But it reinforces a trend. Shoppers are being trained to expect very low prices for basic items. If your product sits in a category where cheap copies exist, you need to show clearly why yours is worth more.

Who might consider selling on Haul

• Sellers with very low cost, lightweight products.
• Brands with simple accessories or add-ons that fit the price range.
• Sellers who can meet Amazon’s requirements for the program, which are by invitation for now.

Margins at these price points are thin, so do the math carefully.

How to stand out on regular Amazon

• Fast delivery. Keep stock steady so your Prime delivery promise stays short.
• Quality you can see. Close-up images and video of materials and build.
• Trust. Strong reviews, clear warranties and honest claims.
• Bundles and value. Show what shoppers get for the price.
• Brand presence. A strong Store, Sponsored Brands video and follower emails all help.

The holiday angle

Haul launched right before the holidays, when shoppers look for stocking stuffers and small gifts. If you sell in those spaces, expect more price comparison this season. Lean on gift ready listings and fast delivery dates.

The bottom line

Amazon Haul is Amazon’s move into ultra low price shopping. Most brands should not chase it. Instead, make the case for quality, speed and trust on your regular listings. If you want help sharpening your listings for a more price conscious market, request a free audit.

FAQs

What is Amazon Haul?

Amazon Haul is a low price store in the Amazon app, launched in November 2024, with most items under $20 and delivery usually in one to two weeks.

Can any seller sell on Amazon Haul?

For now, Amazon invites sellers to the program. It suits very low cost, lightweight products.

Will Amazon Haul hurt branded sellers?

Usually not directly, since it targets a different price point. It does increase price expectations in some categories, so show clear value on your listings.