Amazon.com is launching an new section to its app and website focused on items that cost $20 or less as the internet retailer looks to fend off rising competition from low-cost platforms Temu and Shein.
Amazon said the offering, dubbed Amazon Haul, is being introduced in beta Wednesday and will be available to customers in the U.S. Items purchased through Amazon Haul are backed by Amazon's A-to-z guarantee, which covers buyers for purchases in its store that are sold by the company or a selling partner.
The Seattle company said all items would be priced at $20 or less with the majority around $10 or under. Purchases over $3 would be eligible for free returns within 15 days of delivery, a slight difference from its return policy under an Amazon Prime membership.
"Amazon Haul aims to help make shopping for fashion, home, lifestyle, electronics, and other products even more fun, easy, and affordable," said Dharmesh Mehta, Amazon's vice president of Worldwide Selling Partner Services. He added that the service would be refined as customers provide feedback.
The offering hews closely to a report from The Wall Street Journal in June that said the company planned to launch a service on shipping cheap fashion wear, household goods and other products directly from warehouses in China.
Amazon's foray into a service focused on cheaper goods will help as it competes against bargain app Temu, owned by China's PDD Holdings, and fast-fashion retailer Shein. Quick deliveries and easy returns have been a staple of Amazon's strategy, while Temu and Shein have drawn customers with low prices.
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