Amazon Haul has officially launched in the US, targeting ultra-low-cost products to rival platforms like Temu and Shein…
The store caps prices at $20, sources products directly from Chinese manufacturers, and cuts out the traditional “white label” middleman – and it’s sure to be rolled out to other Amazon stores soon. For some Sellers, this might feel like a seismic shift – but there’s more nuance to the situation than meets the eye…
Is it a challenge for Sellers?
The simple answer is yes, it will be a challenge for some Sellers.
Amazon Haul is a clear attempt to reclaim market share in the low-cost goods space.
For brands who operate in similar categories – low-priced, generic products – the potential downsides are obvious:
Pricing pressure – with Amazon dictating maximum prices for products, Haul introduces a level of price competition that could be difficult for some Sellers to match.
Customer trust in Amazon – the A-to-Z Guarantee backing Haul products may encourage customers to buy these low-cost items directly from Amazon, as they’ll feel safer doing so.
But will you really be affected?
The good news is that Amazon Haul’s $20 price cap puts it firmly in the low-cost, low-quality segment of the market – so, if that’s not your positioning, any direct competition will be minimal.
Plus:
- Strong brands still win – customers are generally willing to pay more for products with strong branding, excellent reviews and a reputation for quality. If your product is positioned as premium or mid-range, Haul likely won’t compete.
- Specialised and differentiated products will still stand out – Haul’s focus on mass-produced, generic goods means that products with unique features, design or niche appeal will still attract loyal customers.
- Anything above the low price cap is outside Haul’s scope, leaving a large part of the Amazon marketplace unscathed.
Strategies to Stay Strong
For Sellers who do find themselves competing with Haul – or simply want to futureproof their Amazon business – here’s are 5 ways to maintain your edge:
1. Focus on branding
Build a strong, memorable brand that conveys trust and quality, because customers are less likely to abandon branded products they know and love for generic alternatives.
And use A+ Content, high-quality images and storytelling in your listings to stand out.
2. Differentiate through quality
Emphasise what makes your products different – if your offering is better made, longer-lasting or uniquely designed, make that clear in your marketing and highlight verified customer reviews and testimonials to build credibility.
3. Optimise your listings for SEO and conversion
Make sure your listings are fully optimised for Amazon’s search algorithm, with detailed descriptions, bullet points with USPs and targeted keywords for visibility.
And make use of video content – it’s such a brilliant way to demonstrate product value and create an emotional connection with buyers.
4. Upgrade your Amazon Advertising strategy
Investing in Sponsored Products, Sponsored Brands and other ad formats keeps your listings prominent – even in competitive categories.
Make sure to target ads strategically to reach customers who are less likely to shop in Haul’s low-cost segment.
5. Monitor and adjust
Keep an eye on Haul’s product offerings and performance in your niche. If you notice shifts in customer preferences, adapt quickly to stay competitive.
And stay on top of your data – consistently track your performance with accurate, real-time data to identify opportunities for refinement.
Our Take
Amazon Haul represents a clear move to capture the ultra-low-cost market, but it’s not a threat to every Seller.
If you’re in the mass-produced, generic product space, now’s the time to reevaluate your strategies – doubling down on your branding, quality and differentiation to stay competitive.
But for most, just take it as a reminder of something we say A LOT – Amazon success comes from building a resilient brand, optimising your presence and focusing on long-term growth.
Need expert guidance to refine and implement a new strategy for your brand? Get in touch today.