Amazon’s new weapon to crush Temu, Shein and Aliexpress

Amazon is entering the race for discounted prices with its new platform called “Haul”. The e-commerce giant thus intends to hunt on the lands of sites like Shein, Aliexpress or Temu. To cover its costs, Amazon is now swimming against the tide of one of its marketing arguments that has been put forward for years: speed of delivery.

Haul: Amazon shakes up its own codes

No accelerated delivery or Prime subscription for this new platform. Haul, available exclusively in the United States for the moment, is betting all its chips on the fast good phenomenon and aspires to offer more than 300 million products at unbeatable prices.

From electronic gadgets to decorative objects, Haul stocks its virtual shelves with products sold from 2 to 20 US dollars. Amazon details that customers get 5% off orders over $50 and 10% off orders over $75.

To reduce prices, Haul goes against the practices that have made Amazon successful: buyers will have to wait to receive their order. The platform announces lead times of around one to two weeks. Such durations can be explained by the company’s preference to ship directly from China. Avoiding going through Amazon warehouses saves logistics costs and therefore lowers the purchase price for the customer.