Amazon Haul: The new bargain giant in the fight against Temu and Shein!

Amazon Haul: The new bargain giant in the fight against Temu and Shein!

Amazon has launched a new shopping format in Germany called “Amazon Haul”, a beta version of which is initially aimed at selected users of the Amazon shopping app. This format is aimed at price-sensitive customers who are looking for affordable products. According to the website Leadersnet Amazon Haul bundles thousands of items from the areas of fashion, living and lifestyle, with many products costing less than ten euros; Some items are even available for just one euro, with a price cap of 20 euros.

The products come exclusively from Amazon's own range and are shipped directly from logistics centers in China. Delivery times are up to two weeks, and shipping is free for orders over 25 euros. Returns are free within 15 days. Particularly attractive items are advertised with the label “crazy cheap”. It is noteworthy that Amazon Haul is seen as a reaction to the success of Chinese platforms such as Temu and Shein.

Competition and market analysis

The competition for European consumers has begun and requires more than just low prices. Factors such as speed, trust and scalability are also crucial. The visibility of Amazon Haul is currently limited for many users, but a Germany-wide rollout is planned in the coming weeks. In order to increase the range, loud Sourcing Journal Significant marketing investments must be made, as currently only 8% of consumers surveyed have already purchased something from Amazon Haul.

Amazon Haul's popularity seems to be quite low compared to Temu and Shein. While 28% of consumers have shopped on Temu and 22% on Shein in the last six months, only 30% of consumers are even aware of Amazon Haul. E-commerce expert Piyush Patel notes that consumers often use platforms like Shein and Temu to discover new products, while Amazon is typically preferred for familiar purchases.

Trust and consumer behavior

Despite the challenges, Amazon Haul boasts high levels of trust, with 28% of consumers rating it as the most trustworthy option. In comparison, only 17% trust purchases from Temu and 13% from Shein. This basis of trust is strengthened by the established credibility of the Amazon brand. However, over half of respondents have experienced difficulties with the quality of products they purchase on low-cost platforms. Despite this, 34% of consumers have purchased from these platforms again in the past because they were satisfied with the initial quality.

Consumer expectations for quality also appear to be changing. A significant proportion of consumers are willing to accept reduced longevity in return for lower prices. According to the surveys, 65% of consumers are motivated by the prices of shopping at low-cost marketplaces. Traditional brands and retailers are therefore required to focus on trust and quality in order to survive in the competition.