Amazon Haul Goes Global, Challenging Chinese Rivals Amid Shifting Trade Policies

In a significant expansion of its low-cost shopping strategy, Amazon is taking its Haul service worldwide after just one year in operation. The budget-friendly shopping platform, which began as a U.S.-only experiment, now reaches consumers across 25 countries and regions, with Amazon rebranding the service as “Amazon Bazaar” in many international markets. This global push represents a direct challenge to Chinese e-commerce giants Temu and Shein, coming at a particularly opportune moment as these competitors face new economic hurdles due to changing U.S. trade regulations. The timing couldn’t be more strategic as Amazon officially takes Haul out of its beta phase, marking the milestone with an attention-grabbing two-day shopping event on November 10-11, 2025. The celebration promises remarkable deals, including tens of thousands of items priced at just $1 on the first day, followed by special “hidden treasures” for only 11 cents on the second day – pricing strategies clearly designed to generate buzz and attract new customers to the platform.

This expansion arrives at a critical inflection point in the ultra-affordable e-commerce landscape, as Temu and Shein—the Chinese companies that pioneered this particular shopping model—now struggle with significant changes to U.S. trade policy. The American government has eliminated the de minimis trade exemption that previously allowed packages valued under $800 to be shipped directly from China to American consumers without incurring duties or tariffs. This policy change fundamentally disrupts the economic foundation that made these Chinese platforms so competitive in the U.S. market. Amazon, meanwhile, has reportedly adapted by leveraging its extensive U.S.-based fulfillment network for Haul orders, effectively sidestepping the severe tariff impacts that are now affecting its Chinese rivals. This strategic advantage allows Amazon to maintain competitive pricing while its competitors scramble to adjust their operations to the new regulatory reality—demonstrating how quickly Amazon can capitalize on changing market conditions to strengthen its position.

The Haul shopping experience creates a separate storefront for budget-conscious consumers, featuring products typically priced under $20, with many items available for less than $10. After initially launching as a mobile-only platform, Amazon has expanded Haul to web browsers, making the service more accessible to a wider range of shoppers. The service has clearly struck a chord with price-sensitive consumers, as Amazon reports that customer visits to Haul have tripled since June 2025, suggesting rapidly growing interest in the platform. The product selection has grown even more dramatically, expanding by nearly 400% over the past year to include more than one million items priced under $10. This rapid inventory growth indicates Amazon’s serious commitment to the bargain shopping segment, an area previously dominated by its Chinese competitors. The company has also introduced new incentives to encourage larger purchases, offering 5% discounts on orders over $50 and 10% off orders exceeding $75, a strategy that could help improve the economics of processing smaller-ticket items.

What makes Amazon’s timing particularly shrewd is how it aligns with the broader geopolitical and economic context of U.S.-China trade relations. The elimination of the de minimis exemption represents just one aspect of increasing trade tensions between the world’s two largest economies. While Chinese platforms built their business models around direct shipments from Chinese manufacturers to American consumers—leveraging the previous duty-free allowance—Amazon has positioned itself to benefit from these policy changes through its existing domestic infrastructure. The company’s extensive network of U.S. warehouses and fulfillment centers provides a natural hedge against tariffs and import restrictions that primarily affect international shipments. This infrastructural advantage may prove decisive in the ultra-competitive bargain e-commerce space, allowing Amazon to maintain price competitiveness while potentially delivering faster shipping times than its international rivals can now offer under the new regulatory framework.

The rebranding of Haul to “Amazon Bazaar” in international markets reflects the company’s cultural sensitivity and market adaptation strategy. The term “bazaar” evokes traditional marketplaces found throughout Asia, the Middle East, and parts of Europe—suggesting a treasure hunt shopping experience filled with diverse, affordable finds. This naming approach may help Amazon connect with consumers in different cultural contexts while maintaining the core value proposition of access to inexpensive goods. The global expansion also demonstrates Amazon’s ambition to not merely compete with Temu and Shein in the United States but to challenge them in markets worldwide. By leveraging its existing global logistics network and brand recognition, Amazon can potentially scale this low-cost shopping model more efficiently than competitors who might need to build infrastructure and brand awareness from scratch in new markets.

The one-year anniversary celebration of Haul signals Amazon’s confidence in the platform’s future and its determination to capture market share in the bargain shopping segment. The special promotional prices—$1 items and 11-cent “hidden treasures”—employ the psychological pricing tactics that have proven so effective for discount retailers both online and offline. These limited-time offers create urgency and excitement while introducing new customers to the broader Haul ecosystem. With delivery times typically ranging from one to two weeks, Haul isn’t competing on Amazon’s traditional strength of rapid fulfillment, but rather on price points that appeal to patient, value-focused shoppers. As the platform continues to grow its selection and customer base, Amazon appears positioned to transform what began as an experimental response to Chinese competitors into a significant global business line—demonstrating once again the company’s remarkable adaptability and willingness to compete in any retail category, regardless of price point or margin profile. The question now becomes not whether Amazon can successfully operate in the ultra-low-price segment, but how its Chinese competitors will respond to this escalating challenge amid their new regulatory disadvantages.