Amazon’s ultra-low-price service Amazon Haul has passed a milestone of more than 1 million products priced under $10, underscoring the company’s push into budget ecommerce as competition intensifies from low-cost platforms such as Shein and Temu.
The offer has expanded from a US-only trial to a network spanning 25 locations, using both the Haul and Amazon Bazaar brands.
Haul expands assortment of ultra-low-priced goods
Launched in 2024 as a section within the main Amazon app featuring products priced at $20 or less, Amazon Haul has since increased its assortment by almost 400%, according to company figures.
The business now lists more than 1 million items below $10, with a significant share under $5 and a growing pool of products under $3.
The range spans categories including fashion, home, beauty, electronics, toys and everyday essentials. The offer is built around ultra-low price points rather than fast delivery, with many items shipped over one to two weeks rather than on next-day or same-day terms.
Amazon states that customer visits to the Haul experience have tripled since June 2025, suggesting rising engagement with cheap Amazon products as consumers look for low-cost alternatives during a period of global cost-of-living pressure.
The company has also integrated tools such as Amazon Live content to support product discovery within the Haul environment.
Global rollout spans haul and bazaar brands
While Amazon Haul began as a US and mobile-only proposition, the business now serves customers in markets including the UK, Germany, France, Italy, Spain, Japan and Australia.
In some countries, particularly in Latin America and the Middle East, the same model operates under the Amazon Bazaar brand rather than the Haul name.
Amazon recently launched a standalone Amazon Bazaar app in 14 additional markets, including Argentina, Costa Rica, Ecuador, Peru, Hong Kong, the Philippines, Nigeria, Kuwait, Bahrain, Oman, Qatar, Jamaica, the Dominican Republic and Taiwan.
The app carries ultra-low-priced goods, many below $10 and some around the $2 mark, and is positioned as an extension of the Amazon Haul service into regions where the main Amazon marketplace has a more limited presence.
In the UK, Amazon Haul is presented as an “ultra-affordable” range with products generally priced at £20 or less and most items under £10, mirroring the dollar thresholds used in the US service. Customers can search “Haul” on the site or app to access the curated selection.
Amazon targets fast-growing budget ecommerce segment
The expansion of Amazon Haul and Amazon Bazaar comes as ultra-low-price shopping apps have reshaped value retail, particularly among younger consumers who are comfortable with longer delivery times in exchange for cheaper goods.
Industry analysts view the move as a direct response to fast-growing rivals such as Shein and Temu, which have built global scale with similar low-price, marketplace-based models.
Amazon’s low-cost offer differs from its core Prime proposition by prioritising price and range over shipping speed, often sourcing items directly from merchants in China and other manufacturing hubs.
This structure brings Amazon closer to the cross-border model already used by some of its competitors, though it may also raise questions around logistics costs, local regulation and long-term profitability.
The company reports that its international retail division has returned to growth, with double-digit revenue increases in recent quarters, and positions Amazon Haul and Amazon Bazaar as part of that broader strategy.
For retailers and brands, the rapid scaling of a dedicated “under $10” and “under £10” environment highlights both the pressure on pricing and the growing importance of low-ticket, high-volume ecommerce channels in global markets.
