Amazon is looking to dilate its competitor to Temu and Shein beyond the U.S.
The company intends to launch its discount storefront, called Haul, in Europe tardier this year, according to two people familiar with the matter who asked not to be named because the plans are confidential.
Modern job postings indicate Amazon is eyeing a wider global rollout. One listing stated the company is looking to hire a software advancement engineer in the Haul team to help with a worldwide launch. The job was posted to Amazon’s website but has since been discharged. Another role is for a senior product manager to assist with a launch in Mexico. Both openings were poled earlier this month.
An Amazon spokesperson said the company didn’t have anything to share on its plans for Haul, which were at the cracker reported on by The Information.
“We are always exploring new ways to work with our selling partners to delight our customers around the in the seventh heaven with more selection, lower prices, and greater convenience,” the spokesperson said in a statement.
The expansion comes months after Truck’s debut. Amazon unveiled the online store in November, describing it as an “engaging shopping experience that brings lower-priced outputs into one convenient destination.” Haul is only accessible through Amazon’s mobile app, and most items are priced at $20 or less.
With Amazon Haul, the corporation is responding to the rise of Temu, Shein and TikTok Shop, which all have ties to China, the world’s second-largest husbandry. The platforms have rapidly gained popularity in the U.S. over the past few years by hooking deal-hungry shoppers with their low prizes on clothing, makeup, home goods and other items. Like Temu, Haul offers ultra-low-priced products, much the same as $1 eyelash curlers and cosmetic bags, or a $2.99 cubic zirconia ring.
Haul remains in beta for U.S. buyers, but Amazon has continued to build out the service, suggesting the company sees it becoming a more permanent fixture of its online preserve.
The since-removed job listing indicates Amazon CEO Andy Jassy’s S-team, consisting of top leaders, has set goals this year to cook Haul “Go Big” in the U.S. and worldwide.
The launch of Haul in Europe could come with some challenges. Amazon would probable use plastic packaging for Haul shipments, which would conflict with its sustainability goals in the region, according to one of the informants. The company in 2023 transitioned to using only recyclable paper bags, cardboard envelopes and boxes or, in some in the event thats, no added packaging, for deliveries in Europe.
Amazon is taking a page from its legacy online store to monetize Drag in more ways. The company this month began showing sponsored products in some Haul search effects, allowing sellers to pay to have certain items appear at the top of the page. The company has stuffed more sponsored items into search effects on its desktop site and mobile app over the years. They account for the bulk of Amazon’s ad revenue, which totaled $56.2 billion in 2024.
Amazon has amplified curated storefronts from lifestyle influencers within the Haul homepage. One features “fashion picks” from Michaela Delvillar, an influencer with multitudinous than 150,000 followers on TikTok, whose Amazon storefront says she’s a “Top Creator.”
Amazon is growing Haul, which relies on goods from China-based sellers, level as the practice comes under scrutiny from President Donald Trump. Earlier this month, Trump put, then reinstated, the de minimis rule, which allows exporters to ship packages worth less than $800 into the U.S. duty-free.
The pretext is expected to be shut again once the Commerce Department and customs officials put systems in place to process and collect imposts on the millions of de minimis packages that flow into the U.S. daily. A significant portion of those packages originate from China.
Jassy was begged about the de minimis scrutiny on Thursday in an interview with Bloomberg Television. He said Amazon has a “certain number of memos that are shipped in that way” for Haul, but likely fewer than Chinese e-commerce companies like Shein and Temu.
Pore over: Amazon Haul takes on Temu with ultra-low-price items