First Take: Amazon’s Temu Competitor Amazon Haul Launches

In the worst kept secret in retail, Amazon has officially launched their Temu/SHEIN/TikTok competitor named Amazon Haul. A couple of thoughts on first impressions:

• Prices: $1 - $20

• Shipping: Free unless basket is >$25

• Returns: 15 day allowance unless <$3 retail in which there are no returns allowed

• Delivery: 1-2 weeks

• Brands: Only generic

• Product Offering: All major categories with no backing of branded FBA sellers

• Reviews: Not currently shown

The offering is clearly different from the main Amazon offering. Additionally, the cart is completely separate from your main Amazon cart. The Haul store is only available via mobile browser or app when searching “haul.”

Confusing? Yes. Will it be successful? I’d quote Jason Del Rey, author of the Amazon book “Winner Sells All”: If history is a guide, it’s fair to be skeptical.

As online merchants, we feared Ali Express of Alibaba over a decade ago. Years ago we feared Wish. And just over a year ago we started to fear Temu backed by parent company Pinduoduo. However, now we have the largest eCommerce player in NA providing everyday items at low prices with the trust factor Amazon has built with millions of households. We have also seen Amazon launch Amazon Fresh and Subscriptions as standalone services to later fold those into the main Amazon offering.

What could make Haul successful? If and when Amazon makes Haul easier to find and blends non-Haul products with Haul products. Many branded products fall within the price parameters of $1 to $20 but have extended return windows and same day shipping.

In the meantime, we anticipate Amazon to heavily promote Haul through streaming advertisements, prominent home page placements, and possibly even high-profile Super Bowl ads to counter the competitive pressure from Temu. This is a war, and Amazon is likely to respond aggressively.

We will keep you updated as the story and offering progresses,

Ryan