Amazon is doubling down on its discount storefront, Haul, with plans to expand beyond the U.S. and take on rivals Temu and Shein head-on. According to insiders familiar with the confidential strategy, the company is targeting a European launch later in 2025, with job postings hinting at an even broader worldwide rollout—including a potential debut in Mexico. Launched in November 2024 as a beta in the U.S., Haul has quickly become Amazon’s weapon against the rise of China-linked discount giants, and 2025 could mark its transformation into a global player.
Haul’s Big Ambitions: From Beta to Worldwide
Haul debuted as a mobile-only shopping hub offering items priced at $20 or less—think $1 eyelash curlers or a $2.99 cubic zirconia ring. It’s Amazon’s answer to the explosive popularity of Temu, Shein, and TikTok Shop, which has hooked deal-hungry U.S. shoppers with rock-bottom prices on apparel, cosmetics, and home goods. Now, Amazon’s leadership—led by CEO Andy Jassy and his S-team—aims to make Haul “Go Big” both domestically and internationally, as revealed by a since-removed job listing for a software development engineer tasked with supporting a global launch.
The company’s spokesperson remained tight-lipped, saying, “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.” But the clues are mounting: another recent posting sought a senior product manager for a Mexico launch, signaling a multi-continental push.
Monetizing Haul: Ads and Influencers
Amazon isn’t just expanding Haul’s reach—it’s refining its revenue playbook. This month, Haul introduced sponsored products in search results, letting sellers pay to boost visibility—a tactic that’s fueled $56.2 billion in ad revenue for Amazon’s main platform in 2024. The Haul homepage now features curated “fashion picks” from influencers like Michaela Delvillar, a TikTok star with over 150,000 followers dubbed a “Top Creator” on Amazon. These moves echo Amazon’s legacy strategy of blending affordability with smart monetization.
Challenges Ahead: Sustainability and Tariffs
The Europe launch could hit snags. Haul’s reliance on China-based sellers and plastic packaging clashes with Amazon’s 2023 shift to eco-friendly materials like recyclable paper and cardboard for European deliveries. One source flagged this as a potential conflict with the company’s regional sustainability goals. Meanwhile, in the U.S., President Donald Trump’s scrutiny of the “de minimis” rule—which lets sub-$800 packages enter duty-free—poses a risk.
Trump briefly suspended the loophole this month before reinstating it, but tougher tariffs loom once new systems are in place. Jassy, in a Bloomberg TV interview on February 27, 2025, downplayed the impact, noting Amazon uses this method less than Temu or Shein.
Why Haul Matters in 2025?
Haul’s expansion reflects Amazon’s urgency in countering the discount e-commerce wave driven by China’s retail giants. Temu and Shein have surged in the U.S. by offering ultra-cheap goods shipped directly from Chinese warehouses, a model that Haul mirrors with its one-to-two-week delivery times. Posts on X highlight the buzz, with users speculating about Haul’s potential to disrupt Europe’s budget shopping scene despite regulatory hurdles. Amazon sees Haul not as a fleeting experiment but as a “permanent fixture,” per insiders, aiming to capture deal-seekers worldwide.
What’s Next for Amazon Haul?
In 2025, Amazon Haul plans to escalate the global discount wars, focusing on Europe and Mexico. Will it outmaneuver Temu and Shein, with its brand trust and logistics muscle, or will tariffs and sustainability concerns slow its roll? As Haul develops from a U.S. beta to a worldwide contender, the stakes—and the savings—are sky high. Keep an eye out for more updates on this e-commerce showdown!
