Amazon We are looking to expand our competitors to the US by Temu and Shein
The company is set to launch a discount storefront called Haul in Europe later this year, according to two people familiar with the issue that the plan asked not to name because it was confidential.
Recent job openings show that Amazon is paying attention to a wider global reach. One list said it is considering hiring software development engineers for the HAUL team to help the company launch globally. The job was posted on the Amazon website but was subsequently deleted. Another role is to help senior product managers launch in Mexico. Both openings were posted earlier this month.
An Amazon spokesperson said the company had nothing to share about the hauling plans previously reported by the information.
“We are constantly working with our sales partners to find new ways to please our customers around the world with more choice, lower prices and convenience,” the spokesperson said in a statement.
The expansion comes months after Haul’s debut. Amazon announced its online store in November, describing it as “an attractive shopping experience that brings low-priced products to one convenient destination.” Transportation is only accessible through the Amazon mobile app, with most items priced under $20.
With Amazon Haul, the company is responding to the rise of Temu, Shein and Tiktok shops. The platform has been gaining rapid popularity in the US over the past few years. Like Temu, Haul has ultra-low-priced products like $1 eyelash curlers and cosmetic bags, including the 2.99 cubic Cubic Zirconia Ring.
Haul remains in beta for US users, but Amazon continues to build the service, suggesting that the company sees it as becoming a more permanent fixture for its online store.
Since then, the deleted job listing shows that Amazon CEO Andy Jussy’s S-Team, made up of top leaders, is aiming to “grow” in the US and around the world this year.
The launch of hauling in Europe can be accompanied by several challenges. According to one of the sources, Amazon is likely to use plastic packaging for transportation. In 2023, the company moved to avoid adding recyclable paper bags, cardboard envelopes, boxes, or, in some cases, packages for delivery in Europe.
Amazon is monetizing its hauling in more ways by getting pages from its legacy online store. This month, the company began displaying sponsored products on several hauling search results, allowing sellers to pay to feature certain items at the top of the page. The company has been packing more sponsored items into search results on its desktop sites and mobile apps for many years. They make up a large portion of Amazon’s advertising revenue, totaling $56.2 billion in 2024.
Amazon has added curated storefronts from lifestyle influencers within Haul Homepage. One features the “fashion picks” by Michaela Delvillar, an influencer with over 150,000 followers on Tiktok.
Despite being scrutinized by President Donald Trump, Amazon is increasing its distance it relies on products from Chinese-based sellers. Earlier this month, Trump stopped and then revived the De Minimis rules. This allows exporters to ship packages under $800 with US tax-free.
The loophole is expected to be closed again once the commercial sector and customs officials install a system to process and collect tariffs on millions of de Minimis packages that flow into the US every day. Most of these packages come from China.
Jassy was asked about De Minimis’ scrutiny on Thursday in an interview with Bloomberg TV. He said Amazon has “a certain number of items shipped like that”, but it’s more likely than Chinese e-commerce companies like Shein and Temu.
Watch: Amazon Haul accepts Temu with ultra-low-priced items
