Amazon’s Bazaar App Targets Ultra-Cheap Shopping Market
Amazon has made a clear move into the ultra-cheap shopping space with the launch of its new Amazon Bazaar app across 14 countries. This follows the existing Amazon Haul experience, which already sits inside the main Amazon app in markets like the UK. Together, they show Amazon building a structured approach to capture value-led shoppers who are currently drifting toward Temu and Shein.
Haul works as a bargain zone within Amazon, offering ultra-low-price items, mostly under ten pounds, while keeping users inside the standard Amazon environment. Bazaar works differently. It is a completely separate stand-alone app designed for new global markets and feels much closer to the style of Temu. In simple terms, Haul is part of Amazon and Bazaar is Amazon creating its own Temu-style app.
The timing clearly looks like a reaction to the rapid rise of Temu and Shein. Amazon is not aiming to cannibalise its Prime audience. It is trying to attract a different segment, the shoppers who prioritise price over speed and are already browsing competitor apps. This lets Amazon widen its shopper base without pulling its core customers into a cheaper shopping tier.
For existing Amazon shoppers, the impact will feel small. They may see more ultra-cheap products available, but with slower shipping and a very different browsing experience. Prime users are unlikely to switch because the fast delivery, brand trust and convenience of the main app remain the strongest reasons to stay.
What really stands out is that Amazon is building a two-layer ecosystem. The main Amazon app keeps its identity as the fast, trusted and broad marketplace. Haul and Bazaar form a new value-focused layer that competes directly with Temu’s low-cost model. If you are a brand or seller, this move is worth paying attention to because it signals where the next wave of competition in ecommerce is heading.
