Temu’s aggressive low-cost strategy is undoubtedly making waves, but new research shows that Amazon continues to hold a major advantage where it really counts: trust, reliability and speed…
As new data from Omnisend reveals that a massive 87% of shoppers trust Amazon (compared to just 5% for Temu), with many Temu products clearly imitating well-known brands and those surveyed reporting potential review manipulation, it’s clear that brands selling on Amazon have a real opportunity to leverage their credibility to stay ahead.
So how can your brand double-down on trust and authenticity – not to mention Amazon’s super-fast delivery times – to win in this increasingly price-sensitive market? Our experts explain…
Speed still sells
Temu’s delivery times just can’t compete with Amazon’s infrastructure – and that’s a key advantage.
While Amazon Prime members get their orders the same or next day, Temu customers often wait weeks for their deliveries.
So, especially if your products are eligible for FBA (Fulfilment by Amazon), you’ve already got a massive competitive edge, with faster delivery bringing higher conversion rates and stronger customer retention – and Prime bringing better Buy Box potential and overall visibility.
How to take advantage:
- Prioritise FBA to keep your products Prime-eligible and benefit from Amazon’s massive logistics network and Buy Box visibility.
- Optimise your stock levels – fast shipping means nothing if your products are out of stock.
- Use Amazon’s fastest delivery options (Same-Day, One-Day) wherever possible to set yourself apart.
Trust = Conversions
Price might be Temu’s biggest hook, but trust is still the ultimate deal-breaker for many consumers – and here, Amazon trumps Temu everywhere that matters:
- Amazon products average 50,000 reviews per listing, while Temu has just 1,500 on average.
- The research reported that many Temu reviews disappear or get manipulated, raising serious credibility concerns.
- Brand imitation is a widespread issue on Temu, with copies mimicking packaging and product appearance.
For Amazon brands, this is an opportunity to reinforce your authenticity and build even greater trust with customers.
To do this?
- Showcase verified reviews and encourage authentic customer feedback to strengthen your credibility still further.
- Use Amazon’s Brand Protection tools to safeguard against counterfeits and unauthorised sellers.
- Leverage A+ Content & Brand Stores to establish a premium, trustworthy brand presence.
Authenticity is more important than ever
The study found that 77% of Amazon’s product catalogue has an equivalent on Temu – but that many are low-quality copies.
For brands selling on Amazon, this is a key differentiator – customers want to know they’re getting the real thing.
How to take advantage:
- Educate your customers, using Enhanced Brand Content to highlight your product quality, materials and certifications.
- Price smartly. This isn’t a race to the bottom – you want to emphasise the added value of authentic, high-quality goods.
- Monitor competitor listings – and if your product is being imitated, be proactive with Amazon’s Brand Registry & IP protection tools.
Amazon’s Own Answer to Temu: Haul
Amazon isn’t ignoring the rise of ultra-low-cost shopping – they’re actively fighting back.
Before Christmas, we talked about the US launch of Amazon Haul, the retail giant’s own low-cost shopping experience focused on fashion, home, lifestyle and electronics.
And, as we anticipated, Haul looks set to expand into the UK & Europe later this year.
For brands operating in these categories, this could be a serious opportunity to compete with Temu on Amazon’s own turf – we’ll keep you updated!
The Bottom Line
Amazon brands shouldn’t panic about Temu – but for those likely to be in direct competition, now’s the time to double down on the strengths that make Amazon the trusted choice for consumers.
What do we see as the winning strategies for brands in 2025?
- Leverage fast, Prime-eligible delivery (FBA & Same-Day shipping) to outpace Temu’s slow shipping model.
- Reinforce trust in your brand through authentic reviews, verified branding and A+ content.
- Position your products as premium, high-quality and guaranteed – all things that Temu struggles to offer.
- Keep an eye on Amazon Haul as a new sales channel for low-cost categories.
Want expert guidance on how to keep your Amazon strategy strong in the face of rising competition? Speak to our award-winning team today.