Dive Brief:
- A majority of U.S. consumers have yet to shop at Amazon Haul three months after its launch, a recent survey by Omnisend found. Amazon introduced Haul in November as a competitor to low-cost e-commerce rivals Temu and Shein.
- The survey found 16% of respondents use Amazon Haul at least monthly, compared to 23% on Shein and 28% on Temu. Shein and TikTok Shop also see higher engagement than Amazon Haul.
- Omnisend’s data also found that if prices increased, about one-third of those polled said they would reduce or stop buying altogether from Chinese marketplaces. Another 21% said they’d keep shopping if price hikes stayed under 20%.
Dive Insight:
Despite Amazon’s reputation and influence, its competitor to Shein and Temu is making slow progress.
That’s in part because consumer behavior shifts slowly, Greg Zakowicz, a senior e-commerce expert at Omnisend, said in a statement. Social commerce and aggressive discounting have enabled Temu and Shein to grab the lion’s share of the low-cost e-commerce retail market.
"If Amazon wants to make a real impact, they need to create compelling reasons for shoppers to choose Amazon Haul over existing options—whether through better customer experience, faster shipping, or exclusive deals,” Zakowicz said.
Amazon Haul launched just ahead of Black Friday and Cyber Monday with a selection of products all under $20, with most under $10. Free delivery within a week or two is free for orders over $25.
CEO Andy Jassy said during a February earnings call that Amazon Haul is “off to a very strong start. Customers continue to want Amazon to be the place they rely on for sharp pricing.” The company echoed that positive outlook in a statement to Retail Dive.
“First launched in November 2024, Amazon Haul is just getting started, and we’re pleased with the positive customer feedback and response so far,” a spokesperson said. “We look forward to hearing from customers as we continue to innovate on and further improve the shopping experience.”
Amazon pointed to an independent study from Profitero that found the company’s online prices were the lowest among major U.S. retailers for eight consecutive years. The study found Amazon’s prices averaged 14% less than its rivals in 2024.
Amazon entered the segment at a tough time, according to Omnisend, as President Trump has initiated a tariff-based trade war with China, Canada and Mexico. Trump recently doubled tariffs on Chinese imports to 20%.
U.S. consumer preference also appears to be shifting toward American-made goods. Forty percent of the survey’s respondents said they’re OK with paying more for U.S.-made products.
“This could put Amazon Haul in a tough position — if Chinese imports become more expensive, the marketplace may struggle to compete with established players like Temu and Shein while also failing to attract consumers who are now more inclined to shop American,” Omnisend said.
Omnisend’s data also found that while Temu’s discounts are larger and more frequent, Amazon has more consumer trust. Amazon products average 50,000 reviews per listing versus Temu at 1,500.
According to recent media reports, the company wants to expand Amazon Haul in the U.S. and internationally this year. In response to questions about that, the company said it does not have details to share, but noted that “we are always exploring new ways to work with our selling partners to delight our customers around the world with more selection, lower prices, and greater convenience.”
