Amazon just launched Haul, its ultra-low-cost marketplace to rival Temu and Shein. Here's what you need to know and what to do about it.
A mobile-only store within the Amazon app where everything's under $20. Products ship directly from manufacturers (mostly in China) to customers, cutting out warehousing and import costs. Customers wait 1-2 weeks for delivery, and there aren't star ratings.
With manufacturers shipping straight to customers, Amazon Haul products will always be cheaper than yours. That's not a battle worth fighting. Instead, this is your opportunity to stand out as a premium brand in the main Amazon Marketplace.
Check your ASIN-level profitability. Without knowing your exact margins, you can't make smart decisions about pricing or advertising.
Since you can't be the cheapest, be the best:
Upgrade your product photos and descriptions
Highlight what makes your products premium
Tell your brand story effectively
Emphasize quality, durability, and unique features
Create targeted audiences who value quality
Use different ad types to tell your story
Consider influencer partnerships
Track customer acquisition costs against margins
You might actually need to raise prices. Higher margins mean more advertising budget, which you need to build your brand.
Think of Amazon Haul as your cue to double down on what bargain marketplaces can't match: quality, trust, and brand value. Your target customers aren't hunting for the cheapest option—they're searching for products worth investing in. Meet them on the main Amazon marketplace with premium offerings that justify their price tags
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