E-commerce
October 1, 2026
Are you wondering if Amazon Haul, Amazon's new low-cost marketplace, threatens e-commerce SMEs? The short answer: yes, but also no. Amazon Haul creates a new storefront for products under $20, which can be an opportunity to attract price-sensitive customers, but also direct competition for sellers of low-cost products, especially those doing arbitrage or selling private labels.
The launch of Amazon Haul, in November 2024, aims to counter Temu and Shein, which have conquered the US market with ultra-low prices. For SMEs, this is a game-changer: you have to rethink your acquisition strategy, your product range, and your logistics. So, is Amazon Haul a threat or a windfall? On the agenda:
What is Amazon Haul and how does it work?
What is the impact of Amazon Haul on Amazon sellers?
How can SMEs leverage Amazon Haul?
What are the risks for private labels and arbitrage?
How does Qstomy help adapt to this new competition?
Here we go. In this analysis, we dissect the mechanisms of this marketplace, its concrete implications for sellers, and the winning strategies to transform this threat into a growth lever.
Summary
What is Amazon Haul and how does it work?
Amazon Haul is a new section of the Amazon app, launched in November 2024, which offers products at very low prices, often under $10, and sometimes even at $1. This marketplace is designed to compete directly with Temu and Shein, which have gained significant market share in the United States by selling items directly from China.
Orders are shipped from China, which explains the low prices, but also means longer delivery times. For SMEs, this means that competition is no longer just about quality or brand, but also about price. Amazon Haul is accessible only via the Amazon app, and products are separated from the main catalog, creating a space dedicated to bargain hunters. This separation allows consumers to navigate a simplified shopping experience with clear categories and aggressive promotions, thereby increasing the appeal for tight budgets.
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Why did Amazon launch Haul?
Amazon launched Haul to respond to the rise of Temu and Shein, which have conquered the US market with unbeatable prices. According to a Reuters report, Temu held 17% of the discount market in the United States in December 2023, ahead of Dollar Tree, Dollar General, and Five Below. Furthermore, Temu and Shein are the most downloaded shopping apps on the App Store, according to Yahoo Finance.
Amazon, which dominates e-commerce, could not ignore this competition. Haul is therefore a strategic response to capture consumers looking for products under $20, a segment that traditional sellers struggle to serve. For SMEs, this means the giant Amazon is betting on low-cost, which could redefine customer expectations regarding prices. This initiative is part of a broader trend where marketplaces seek to expand their customer base by offering budget-friendly options, forcing sellers to rethink their positioning.
What is the impact of Amazon Haul on Amazon sellers?
The impact of Amazon Haul on sellers is twofold. On one hand, it can be an opportunity: low-price product sellers can reach a new audience, as explained by Katie Moro, Global Director of Managed Services at Productsup. Customers do not need to filter their search; they can browse the Haul storefront knowing that all products fit their budget.
On the other hand, it can be a threat to sellers who are not on Haul, as they risk losing market share to low-cost competitors. Sellers offering products over $20 could see their sales decrease if customers turn to Haul for similar items at a lower cost. It is therefore crucial to monitor this new dynamic and adapt your strategy accordingly, whether by adjusting your prices, improving your offering, or exploring new sales channels.
How can SMEs use Amazon Haul to acquire customers?
Amazon Haul can be an effective customer acquisition tool, especially for brands looking to attract new customers with loss leaders. The "loss leader" strategy involves selling a product at a loss or at cost to attract customers, and then building loyalty with other products. This is what Lululemon did with its belt bag, sold at a very competitive price to attract first-time buyers.
By using Haul, you can offer a few deeply discounted items to grab attention, and then redirect customers to your main catalog on Amazon or your Shopify store. This approach helps build a long-term customer relationship, as Katie Moro points out. For SMBs, it is a way to build awareness without spending crazy amounts on advertising. Furthermore, by analyzing sales data on Haul, you can identify top-performing products and refine your acquisition strategy to maximize return on investment.
What are the risks for private labels?
Private label brands, which sell products manufactured in China, are particularly exposed to competition from Amazon Haul. Indeed, Chinese manufacturers can sell directly on Haul, without going through private label sellers. This means that the products you sell under your brand could be available at a lower price on Haul, which could hurt your sales.
If Haul products start appearing on Amazon's main marketplace, private label sales could plummet. For SMEs, it is essential to differentiate your products through quality, service, or packaging to justify a higher price. Branding then becomes a key asset to resist low-cost competition. Investing in a strong brand image, with authentic storytelling and quality certifications, can help you build customer loyalty with those who value trust and sustainability.
How is e-commerce arbitrage affected?
Sellers who practice arbitrage, meaning they buy products on AliExpress or other platforms to resell them at a higher price, are also threatened by Amazon Haul. These sellers often use tools like Dsers to identify products and resell them on Shopify or other marketplaces. Their advantage relies on the fact that few consumers know about AliExpress.
With Haul, Amazon is making direct purchasing from China accessible to the general public. Consumers can now buy the same products at similar prices, without going through an intermediary. For SMEs practicing arbitrage, it is crucial to find unique products or add value, for example by offering faster shipping or better customer service. Differentiation becomes the key to surviving in this increasingly competitive environment.
What are the opportunities for sellers of low-priced products?
For sellers of low-priced products, Amazon Haul offers an ideal showcase to reach a wide audience. Customers who use Haul are looking for bargains, and they are ready to buy without comparing with other marketplaces. This can increase your sales, especially if you offer products under $10.
Additionally, Haul can help you stand out from the competition on Temu and Shein, as Amazon benefits from a more reliable brand image. By joining Haul, you can leverage consumer trust in Amazon while offering competitive prices. This is an opportunity not to be missed for SMEs selling low-priced products. By optimizing your product listings and using relevant keywords, you can maximize your visibility and attract a steady stream of new customers.
How does Amazon Haul influence pricing strategies?
Amazon Haul is pushing sellers to rethink their pricing strategies. With products under $20, the pressure on margins is high. SMEs must find a balance between attractive prices and sufficient profitability. This may involve reducing production costs, optimizing logistics, or offering bundles to increase perceived value.
It is also important to monitor the prices charged on Haul to adjust your own rates. If your products are more expensive than those on Haul, you must justify this difference through quality, service, or brand. Pricing strategies must be flexible to adapt to this new competition. By testing different price levels and analyzing customer reactions, you can refine your approach and maintain a healthy profit margin.
What is the impact on logistics and shipping?
Amazon Haul ships products directly from China, which implies longer delivery times than standard Amazon orders. For SMEs, this can be a competitive advantage if you offer faster shipping. Customers who need a product quickly will be willing to pay more for express shipping.
However, logistics becomes a crucial issue. To compete with Haul, you must optimize your shipping costs and offer attractive delivery options. Strategies like free shipping on orders over a certain amount can help you build customer loyalty, as we explain in our article on delivery strategies. In addition, transparency regarding shipping times and costs can strengthen customer trust and reduce cart abandonment.
How can SMEs differentiate themselves against Amazon Haul?
Faced with Amazon Haul, SMEs must differentiate themselves to avoid being overwhelmed by low-cost competition. The key is to leverage added value: superior quality, responsive customer service, a personalized shopping experience, or unique products. Customers are willing to pay more if they perceive a significant difference.
You can also use targeted marketing strategies to attract customers who are not solely price-sensitive. For example, by highlighting your brand story, ethical commitments, or eco-responsible products. To learn more about e-commerce strategy for small brands, check out our article on e-commerce strategy for brands under $100,000/month. By cultivating a strong brand identity and delivering an exceptional customer experience, you can build a loyal customer base that resists the temptation of low prices.
How does Qstomy help adapt to competition from Amazon Haul?
Qstomy, the Shopify AI agent, can help you stay competitive against Amazon Haul by optimizing your conversion rate and customer service. Thanks to its product recommendation, upsell, and cross-sell features, Qstomy increases your average order value, which offsets higher prices than those of Haul.
In addition, Qstomy improves the customer experience by offering efficient package tracking and post-purchase support, allowing you to build customer loyalty. By integrating Qstomy into your Shopify store, you can offer a personalized service that justifies higher prices. To learn more about the impact of support on conversion, check out our article on first response time. With Qstomy, you can automate repetitive tasks and focus on the strategic growth of your business.
What checklist should you use to prepare your store for Amazon Haul?
To compete with Amazon Haul, here is a checklist to follow:
Analyze your catalog: identify products that could face competition from Haul and adjust your prices or your offering.
Strengthen your brand: highlight your story, your values, and the quality of your products to justify higher prices.
Optimize your logistics: offer fast and free delivery options to stand out from Haul's delivery times.
Use Qstomy: improve your conversion rate and your customer service to build customer loyalty.
In brief
Amazon Haul is a threat to some, but an opportunity for others. SMEs must adapt by focusing on differentiation and added value. By following this checklist, you can turn this challenge into a competitive advantage.
FAQ
Is Amazon Haul available in France? No, for now, it is only available in the United States, but it could expand.
Can I sell on Amazon Haul? Yes, if you are an Amazon seller and your products meet the pricing criteria.
To go further: Why does an e-commerce business fail in the first 12 months? - Qstomy, Can we sell Amazon products on Shopify? - Qstomy, E-commerce logistics: shipping, fulfillment, and cost optimization - Qstomy, How to manage free delivery offers in support: threshold, exceptions, and disputes? - Qstomy.
Enzo
October 1, 2026
