In a context of strong competition with Chinese e-commerce giants, Amazon is launching its new “Haul” platform dedicated to very low-cost products. This initiative marks a strategic turning point for the American giant which is now seeking to officially counter the meteoric rise of Temu and Shein.
A new assumed discount strategy
Amazon Haul offers items under $20, with a majority of products under $10. The platform covers a wide range of categories: fashion, decoration, lifestyle and electronics. To maintain these ultra-competitive prices, Amazon adopts the same model as its Chinese competitors with delivery times extended by one to two weeks.
The service offers attractive benefits such as free delivery on purchases over $25 ($3.99 below), and additional discounts of 5% for orders over $50, or 10% above $75. On the other hand, there does not seem to be any particular discount for Prime subscribers. A strategy that clearly encourages group purchases, like what Temu already offers.
A response to consumer concerns
Unlike its competitors who are the subject of investigations in Europe and the United States concerning the sale of counterfeits and non-compliant products, Amazon highlights its quality control policy. Dharmesh Mehta, vice president of partner seller services, assures that “all products are checked to ensure their safety, authenticity and compliance with current regulations”.
The platform also benefits from Amazon’s A-to-z guarantee, which protects consumers in the event of a problem, including the possibility of free returns within 15 days for items over $3. A way to differentiate yourself from Temu and Shein, often criticized for their poor after-sales service. It is clear that Amazon is seeking to leverage its brand image and its historically customer-oriented orientation to stand out from Chinese competition.
Currently only available in the United States via the mobile application and the Amazon website, this new service could quickly extend to other markets, including Europe, if it is successful. — and that is his vocation. Would you buy your iPhone 16 case on Amazon Haul?
