Amazon Plans Global Expansion for Its Discount Platform Haul, Taking on Shein and Temu

Amazon is set to expand Haul, its discount-focused shopping platform, beyond the United States, marking a strategic move to compete with Shein, Temu, and TikTok Shop on a global scale. Sources familiar with the matter indicate that Amazon is preparing to launch Haul in Europe later this year, with further expansion plans in progress.

Amazon’s Global Push for Haul

Recent job postings suggest Amazon is gearing up for an international launch of Haul, with hiring efforts focused on regions outside the U.S. One such listing sought a software development engineer for the Haul team to support a worldwide expansion, while another role targeted a senior product manager for a launch in Mexico. Both job openings, which were posted earlier this month, have since been removed.

While Amazon has yet to make an official announcement, a company spokesperson provided a general statement regarding its expansion strategy:

“We are always exploring new ways to work with our selling partners to delight our customers around the world with more selection, lower prices, and greater convenience.”

What Is Amazon Haul?

Launched in November 2023, Haul is Amazon’s answer to Shein and Temu, offering ultra-low-cost products across various categories, including fashion, beauty, and home goods. Most items on Haul are priced under $20, with some products—such as $1 eyelash curlers and $2.99 cubic zirconia rings mirroring the budget-friendly pricing strategies of its competitors.

Unlike Amazon’s main e-commerce site, Haul is only accessible via the Amazon mobile app, aiming to create a more engaging, app-driven shopping experience.

Challenges in Amazon’s Expansion Strategy

Amazon’s ambitions for Haul’s European launch may face some hurdles, particularly concerning sustainability policies. The company has committed to eco-friendly packaging in the region, eliminating plastic in favor of recyclable paper bags and cardboard. However, Haul shipments may rely on plastic packaging, which could pose a challenge to Amazon’s green initiatives in Europe.

Additionally, Amazon’s expansion of Haul comes at a time when the de minimis rule, a U.S. trade regulation that allows goods valued under $800 to enter the country duty-free, is under political scrutiny. The rule has allowed companies like Shein and Temu to import goods from China without tariffs, an advantage that Haul also leverages.

Former President Donald Trump briefly suspended the de minimis rule earlier this month before reinstating it. However, the rule is expected to be permanently revised once new customs systems are in place. If stricter regulations are implemented, it could impact Haul’s supply chain, given that many of its sellers operate from China.

Amazon CEO Andy Jassy addressed concerns about the de minimis rule during an interview with Bloomberg Television, stating:

“We have a certain number of items that are shipped in that way for Haul, but likely fewer than Chinese e-commerce companies like Shein and Temu.”

Amazon’s Strategy to Monetize Haul

Beyond product sales, Amazon is integrating ads and influencer marketing into Haul to drive revenue. The company has introduced sponsored product placements in Haul search results, similar to the advertising strategies used on its main marketplace, which helped generate $56.2 billion in ad revenue in 2024.

Additionally, Amazon is partnering with influencers to promote Haul’s offerings. The platform now features curated storefronts from lifestyle influencers, including TikTok’s Michaela Delvillar, who has over 150,000 followers and is labeled as a “Top Creator” on Amazon’s storefront.

The Future of Haul

Amazon’s expansion of Haul signals a strong commitment to competing in the budget e-commerce space. While regulatory challenges and sustainability concerns remain, the company’s aggressive monetization strategy and global ambitions indicate that Haul could become a permanent fixture within Amazon’s ecosystem.

With Europe and Mexico in its sights, Amazon appears to be positioning Haul as a key competitor in the low-cost shopping market, one that could challenge Shein, Temu, and TikTok Shop on a global scale.

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