Prime Highlights:
Amazon plans to launch its discount storefront, Haul, in Europe later this year, expanding its competition with platforms like Temu and Shein.
Haul, which debuted in the U.S. in November 2024, features low-priced items such as makeup, apparel, and accessories, with most products priced at or below $20.
Key Background:
Amazon is planning a global expansion of its discount storefront, Haul, which directly competes with low-cost e-commerce platforms such as Temu and Shein. The company aims to launch Haul in Europe later this year, according to sources familiar with the matter. Amazon debuted Haul in November 2024, offering affordable products like makeup, apparel, and accessories, with most items priced at or below $20.
Haul’s expansion follows the success of its rivals, Temu and Shein, which have gained significant traction in the U.S. by offering ultra-low-priced goods from Chinese sellers. Amazon is now responding to this growing trend by making Haul more widely available. Recent job listings on Amazon’s website indicate plans for a broader global rollout, including positions for software development engineers and senior product managers to assist with the service’s launch in various regions, including Mexico.
While the specifics of Amazon’s expansion plans remain confidential, the company’s continued investment in Haul suggests that it is committed to making the platform a permanent part of its retail offerings. Haul is currently in beta testing for U.S. customers, and the platform’s mobile app interface exclusively hosts its discounted products. As part of its monetization strategy, Amazon has also started incorporating sponsored products into search results within Haul, similar to its traditional e-commerce model.
However, Amazon’s European launch could face challenges, particularly regarding its sustainability goals. The use of plastic packaging for Haul shipments may conflict with the company’s commitment to eco-friendly delivery practices in the region. Despite these potential hurdles, Amazon’s efforts to diversify its offerings highlight its ambition to compete more aggressively in the global discount retail market.
