Called Haul, the new platform is Amazon’s response to the surge of low-cost Chinese e-commerce services, with Temu and Shein leading the charge. After making its debut in the United States in 2024, Haul has now arrived in Europe, starting in the United Kingdom, where it introduces a logistics model that challenges Amazon’s traditional promise of rapid delivery in favour of ultra-competitive pricing. The service is targeted at price-sensitive consumers, offering items priced under \$20 in the US.
What sets Amazon Haul apart is its separation from Amazon’s core shopping experience. The platform features its own search engine, shopping cart, and checkout process. This allows Amazon to clearly differentiate its budget offering from its main service, while still benefiting from the strength and reliability of its brand.
The product catalogue spans categories such as fashion, homeware, electronics, and lifestyle items. Prices are significantly lower than usual, with most products costing under \$10 and some starting at just \$1. Amazon also provides further discounts for bulk purchases: 5% off orders over \$50 and 10% off those over \$75. In return for these low prices, customers face delivery times ranging from one to two weeks.
In May 2025, Amazon launched Haul in beta in the UK. As in the US, the British version sticks to the same low-cost model, with products priced up to £20, most under £10 and some as low as £1. Delivery is free for orders above £15, with a standard fee of £2.99 for smaller orders, and expected shipping times of up to two weeks.
According to sources cited by US broadcaster CNBC, Amazon plans to launch Haul in continental Europe by the end of 2025. Job postings from the company point clearly towards global expansion plans. Recently, Amazon advertised for a software development engineer to support a worldwide rollout of Haul, as well as a senior product manager to assist with its introduction in Mexico.
Haul’s logistics rely on a direct shipping model from manufacturers—mainly based in China—to consumers, bypassing intermediaries and independent sellers. This helps keep prices low, but at the cost of longer delivery times. Since the US scrapped customs exemptions for shipments under \$800, Amazon has begun consolidating Haul products in selected US-based facilities.
In Europe, however, Amazon could face a different set of logistical challenges. One key issue is packaging, as the company has phased out single-use plastic bags in favour of recyclable paper bags, cardboard mailers and boxes. These materials are more expensive and could narrow profit margins for Haul in the European market. Furthermore, Europe’s stricter regulatory environment may affect the viability of Amazon Haul’s operating model on the continent.
