Amazon plans to expand its rival to Temu and Shein beyond the U.S. According to two sources familiar with the matter who requested anonymity due to the confidential nature of the plans, the company aims to introduce its discount storefront, Haul, in Europe later this year.
Recent job postings suggest Amazon is preparing for a broader global launch. One listing mentioned that the company sought a software development engineer for the Haul team to support a worldwide rollout. Another listing for a senior product manager indicated plans for a launch in Mexico.
An spokesperson stated that the company had no updates to share regarding Haul’s expansion plans.
Amazon launched Haul in response to the growing influence of Temu, Shein, and TikTokShop, all of which are linked to China, the world’s second-largest economy. These platforms have quickly gained traction in the U.S. by attracting budget-conscious shoppers with their low-cost offerings, including clothing, makeup, home essentials, and more. Like Temu, Haul features ultra-affordable products, such as $1 eyelash curlers, cosmetic bags, and $2.99 cubic zirconia rings.
While Haul is still in beta for U.S. users, Amazon has been expanding the service, indicating that the company envisions it as a lasting addition to its online marketplace.
A now-removed job listing suggests that CEO Andy Jassy’s S-team, composed of top executives, has set ambitious goals for Haul this year, aiming to significantly expand its presence in both the U.S. and global markets.
Expanding Haul into Europe may present some obstacles. According to one source, the company’s reliance on plastic packaging for Haul shipments could clash with its regional sustainability commitments. In 2023, the company shifted to using only recyclable paper bags, cardboard envelopes, and boxes—or, in some cases, eliminating additional packaging—for deliveries across Europe.
Amazon is also leveraging its traditional e-commerce model to monetize Haul further. This month, the company introduced sponsored product placements within some Haul search results, enabling sellers to pay for prominent visibility at the top of the page. Over the years, Amazon has increased the number of sponsored items appearing in search results on its website and mobile app. These advertisements make up most of Amazon’s ad revenue, reaching $56.2 billion in 2024.
Amazon has added curated storefronts from lifestyle influencers to the Haul homepage. One features “fashion picks” from Michaela Delvillar, an influencer with more than 150,000 followers on TikTok. Her Amazon storefront says she’s a “Top Creator.”
Jassy said Amazon has a “certain number of items that are shipped in that way” for Haul, but likely fewer than Chinese e-commerce companies like Shein and Temu.
