Amazon Haul: Amazon’s Budget-Friendly Blitz Against Temu and Shein
Amazon has just launched a new service in the UK that’s catching the attention of budget-savvy shoppers everywhere: Amazon Haul. This mobile-only shopping destination sits neatly inside the Amazon Shopping app and offers thousands of items for £20 or less—with many even under a tenner. But beyond the price tags, Amazon Haul represents a bold strategic move in the ongoing retail tug-of-war with fast-rising e-commerce giants like Temu and Shein.
What is Amazon Haul?
Amazon Haul is all about affordability and simplicity. UK users can access it by opening their Amazon app and typing “Haul” into the search bar. From there, they’re dropped into a curated shopping space packed with products across fashion, home, lifestyle, tech accessories, beauty, and more.
The service leans into the “fun scroll” experience that’s been made popular by platforms like TikTok and Instagram, showcasing items in a vertical, mobile-optimised layout that encourages discovery and impulse buying. Amazon describes Haul as a place to “get more, spend less” and sweetens the deal with perks like:
- Free delivery on orders over £15
- 5% off orders over £50
- 10% off orders over £75
While the shipping times are slower than Prime’s usual next-day magic—products can take up to two weeks to arrive due to being shipped directly from suppliers—it’s a calculated trade-off for bargain prices.
Why Temu Should Be Paying Attention
Temu has been the disruptor on everyone’s lips over the past year. Backed by Chinese tech giant PDD Holdings, Temu has exploded globally since its 2022 launch. As of early 2025, it boasts more than 292 million monthly active users worldwide, including 13.1 million in the UK alone.
Temu’s appeal lies in offering rock-bottom prices on everything from clothes to kitchen gadgets—many items cost just a few pounds. It’s built its user base through aggressive social media advertising, gamified shopping experiences, and a steady stream of promotions and coupons. However, these low prices come with caveats: longer delivery times, concerns about product quality, and a lack of familiarity with many of the sellers.
This is where Amazon sees an opportunity.
The Amazon Advantage
While Amazon Haul may mimic the bargain-bin appeal of Temu, it adds a layer of trust and infrastructure that Amazon’s customer base already relies on. That includes streamlined returns, consolidated order tracking, and a familiar app interface.
And critically, Amazon is using Haul to test a more Temu-style supply chain. Rather than warehousing everything in the UK or Europe, many Haul items are shipped directly from manufacturers, which helps cut costs. Amazon is betting that its brand loyalty and user trust will outweigh the slightly slower delivery time.
What’s more, Amazon doesn’t need to reintroduce itself to shoppers—it already holds a central place in many consumers’ lives. Temu and Shein, despite their growth, still have to convince some users that they’re not a gamble.
What It Means for UK Shoppers
For the everyday UK shopper, Amazon Haul is a welcome addition. In a cost-of-living crisis, the promise of quality-controlled, ultra-low-priced products from a trusted platform is more appealing than ever. Customers get the affordability of Temu but backed by Amazon’s return policy, customer service, and checkout flow.
It’s also worth noting that Amazon Haul is one of the first major moves by Amazon to create a sub-brand within its app experience. That suggests a broader strategy to cater to specific shopper segments, much like how Netflix creates themed content hubs. Haul is clearly targeting the “TikTok generation”—younger users who are mobile-first and more price-conscious than ever.
Final Thoughts
With Haul, Amazon isn’t just competing on price—it’s leveraging its core strengths to make a serious play in the discount e-commerce space. The timing is spot on, and the execution is clever. By combining affordability with a layer of reliability, Amazon Haul could well become the go-to for UK shoppers looking to stretch their budgets without sacrificing peace of mind.
And for Temu? It’s a clear signal: the e-commerce heavyweight is entering your ring—gloves on.
