Amazon’s Quiet Secret to Competing with Temu & Shein

Amazon Haul first launched as a beta in the US in late 2024, as a competitor to ultra-low-cost marketplaces like Temu and Shein. Capitalising on the “haul culture” popularised by social media sites like TikTok and Instagram, Amazon Haul offers super low prices for everyday items to encourage bundling shopping behaviour amongst its users.

As the data above shows, from October 2024 to October 2025, Amazon.com Haul traffic surged from near zero to nearly 8 million visits per month. In January 2025, when traffic first exceeded 2 million, by April it had spiked above 5 million, continuing to climb steadily into autumn. (It’s worth mentioning though that 8 million hits actually represents less than 1% of Amazon’s monthly traffic).

The UK market, which launched a little later, follows a similar shape but at a far smaller scale - plateauing below 1 million monthly visits by late 2025.

Just this week, we’ve heard Amazon’s plans to expand competitively priced lightweight goods to more marketplaces with Amazon Bazaar. Having been successfully launched in Mexico, Bazaar will now be available in Hong Kong, the Philippines, Nigeria and Taiwan.

But how are shoppers finding Amazon Haul? First and foremost, Amazon Haul is presented to customers as an app - which potentially represents a much larger digital footfall, but the data is inaccessible. Consumers can find the Amazon Haul subpages through a small but significantly placed link at the top of the home page, and a square ad on the sidebar. Amazon is also creating traffic and buzz through email campaigns.

As shoppers look for budget alternatives to fast-fashion marketplaces, queries like “cheap Amazon finds,” “Amazon bargains,” and “gift hauls” increasingly funnel traffic into Haul-specific pages.

Are Chinese companies like Shein and Temu poised to topple Amazon’s empire? Despite making waves globally, low-cost marketplaces like these carry more risk for consumers. Unlike Shein and Temu, where shipping times can be days or weeks, Haul leverages Amazon’s logistics network for 1–3 day delivery on many items.Amazon’s well-known customer service, return policies, and payments system makes budget shopping feel safer.

The data shows that Amazon Haul is gaining traction quickly, particularly in the U.S., where interest is scaling to multi-million-visit levels. Discovery is driven by a blend of social trends, internal promotion, and consumers seeking curated budget-friendly shopping experiences. If the current trend continues - especially with the steep rise seen in late 2025 - Amazon Haul may become a major pillar of Amazon’s strategy to compete with fast-growing discount marketplaces and recapture value-driven shoppers.