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- Amazon Haul now live in US, EU, Japan, Australia with products under $10
- Bazaar launches in 14 additional countries including Mexico and Brazil
- Direct competition with Temu and SHEIN using 1-2 week delivery model
- Fashion, accessories, and home goods sellers face highest margin pressure
Nova surfaces every Amazon fee, refund, and margin shift in your live P&L, across 21 marketplaces. See it in your data
Key Dates & Deadlines
Haul US Launch
Amazon Haul beta in United States
Haul Global Expansion
EU, Japan, Australia markets added
Bazaar Launch
14 additional countries go live
What's Happening
Amazon is aggressively expanding its ultra-low-price shopping experience. Haul, originally a US-only beta, is now live in the EU, Japan, and Australia. Bazaar, a similar discount app, just launched in 14 additional countries including Mexico, Brazil, and parts of Asia. We treat shifts like this as a leading indicator for ad-spend re-allocation, not a lagging one.
This is Amazon's direct response to Temu and SHEIN. Products on Haul typically cost under $10, with some items as low as $2. The apps prioritize price over speed, offering 1-2 week delivery windows instead of Prime's same-day or next-day promise.
Key Numbers at a Glance
Average Product Price
Under $10
Some items as low as $2
Free Delivery Threshold
$25
For Haul orders
Bazaar Countries
14+
New markets in December 2025
The Ultra-Low-Price Model
How Haul and Bazaar Work
Both apps source products directly from manufacturers, primarily in China. They bypass traditional wholesale and distribution channels, offering rock-bottom prices with extended delivery times. Think of it as Amazon's version of Temu's "shop like a billionaire" pitch.
| Feature | Amazon Haul | Amazon Bazaar | Standard Amazon |
|---|---|---|---|
| Price Range | $2 - $20 | $1 - $15 | Varies widely |
| Delivery Speed | 1-2 weeks | 1-3 weeks | Same-day to 2 days |
| Primary Markets | US, EU, Japan, Australia | Mexico, Brazil, APAC | Global |
| Seller Type | Direct from manufacturers | Direct from manufacturers | 3P sellers + 1P |
Who's Affected
High Risk: Fashion & Accessories
Low-cost clothing, jewelry, phone cases, and fashion accessories face direct competition. If your products compete primarily on price, expect margin pressure.
High Risk: Home Goods & Gadgets
Generic home organization, kitchen gadgets, and lifestyle products under $15 are prime Haul territory. Differentiation is critical.
Lower Risk: Premium Brands
Established brands with strong identity and loyal customers are less vulnerable. Haul shoppers prioritize price over brand trust.
Lower Risk: Speed-Dependent Categories
Products where delivery speed matters (consumables, gifts, urgent needs) won't shift to 2-week delivery windows.
The Margin Math
Haul and Bazaar products often have 60-80% lower prices than equivalent items on the main Amazon marketplace. If you're selling a $12 phone case and Haul offers similar cases for $3, you're competing on value, not price. Know your differentiation story.
What You Should Do Now
- 1.Audit your product catalog: Identify SKUs that compete primarily on price in fashion, home, or lifestyle categories. These are your highest-risk products.
- 2.Strengthen your brand story: Invest in A+ Content, Brand Story, and premium packaging. Haul can't replicate brand experience and trust.
- 3.Emphasize Prime value: same-day and next-day delivery are competitive moats Haul can't match. Make speed a selling point in your listings.
- 4.Consider category expansion: If you're in highly commoditized categories, explore adjacent niches where quality and trust matter more than rock-bottom prices.
- 5.Monitor price erosion: track your best-seller prices against Haul alternatives. You need data to make strategic decisions.
Pro Tip: Quality as a Moat
Haul's 1-2 week delivery and no-brand products create opportunities. Customers who need items quickly or want reliable quality will still pay premium prices. Position your products as the "no-risk" choice with faster delivery and proven reviews.
How Nova Helps You Respond
Competitive pressure from Haul and Bazaar means tighter margins. Nova's P&L Dashboard helps you identify which products are still profitable and which need strategic changes. Start your free trial
Track Margin Pressure with Nova:
→ P&L Dashboard: Identify products with shrinking margins under competitive pressure
→ Winners & Losers: Spot SKUs losing sales velocity that may be impacted by low-price alternatives
→ Seller Cockpit: Monitor unit economics across your catalog in real-time
→ Custom Breakdowns: Group products by risk level to track vulnerable SKUs together
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Frequently Asked Questions
Common questions about this topic
Verified Sources
- About Amazon - Haul Launch
- Marketplace Pulse - Amazon Discount Strategy
- Digital Commerce 360 - Amazon vs Temu
All information verified from official Amazon sources and trusted industry analysts as of publication date.
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