Amazon is set to expand its discount shopping platform, Haul, to Europe later this year as it ramps up competition with cost-focused Chinese retailers such as Temu and Shein. According to sources familiar with the matter, the company is actively preparing for a broader global rollout.
Amazon Haul Targets Global Expansion
Haul, which debuted last year, specializes in low-cost items such as apparel, accessories, and beauty products, typically priced under $20. The platform, accessible exclusively via Amazon’s mobile app, provides a curated shopping experience designed to appeal to budget-conscious consumers.
Recent job listings suggest that Amazon is building out Haul’s capabilities on an international scale. A now-removed job post for a software development engineer mentioned plans for a worldwide expansion, while another listing for a senior product manager focused on a potential launch in Mexico.
Amazon has not officially confirmed the details of Haul’s expansion. However, a company spokesperson reiterated that Amazon continues to explore ways to provide customers with a greater selection, lower prices, and enhanced convenience.
Competing with Temu and Shein
Haul enters a market increasingly dominated by Chinese e-commerce platforms like Temu and Shein, both of which have gained massive popularity in the U.S. These brands attract shoppers with ultra-low prices on clothing, household items, and beauty products—areas where Haul aims to compete.
Temu and Shein ship goods directly from China, capitalizing on favorable trade policies such as the de minimis rule, which allows imports valued at $800 or less to enter duty-free. This rule has faced scrutiny from U.S. regulators, causing fluctuations in its enforcement, potentially affecting companies relying on international supply chains.
With Haul, Amazon is following a similar model, offering bargain-priced products, including $1 beauty tools and inexpensive fashion accessories. The company’s ability to leverage data and logistics at scale may provide a competitive advantage against Chinese rivals.
Challenges in the European Market
Haul’s European launch could pose logistical and regulatory challenges. One potential issue involves Amazon’s sustainability commitments. The company transitioned to recyclable packaging for European deliveries in 2023, favoring paper-based materials over plastic. Haul’s reliance on low-cost packaging solutions may require adjustments to align with these sustainability goals.
Additionally, Amazon has been exploring monetization strategies for Haul. The platform recently introduced sponsored product placements, allowing sellers to pay for premium visibility in search results—a key revenue driver for Amazon’s broader e-commerce business. In 2024, Amazon reported $56.2 billion in ad revenue, much of it driven by search optimization on its platform.
Future of Haul on Amazon’s Marketplace
Despite still operating in beta in the U.S., Haul appears to be a long-term investment for Amazon. According to leaked internal goals, Amazon CEO Andy Jassy and his leadership team have prioritized an aggressive rollout, aiming to establish Haul as a major competitor in the discount e-commerce space.
With expansion plans gaining momentum and Amazon’s vast logistical network in place, Haul’s global ambitions could significantly impact online retail dynamics. However, the platform’s long-term success will depend on how well it can navigate regulatory, logistical, and competitive challenges in its target markets.
