Amazon is going global with Haul, its bargain basement marketplace that launched in November in the US to compete with Temu, Shein, and other low-cost direct-from-China marketplaces.
Amazon's plan is to expand Haul to countries in Europe this year, according to a seller consultant who spoke with Amazon representatives. A recent job posting also indicated efforts to launch Haul in Mexico as part of a broader global expansion.
Listings for Haul-related jobs from February said that the 2025 goals of the company's S-Team, a group of 29 executives including CEO Andy Jassy and retail chief Doug Herrington, include making Haul “Go Big” in the US and launching worldwide this year in a move that would put Haul in direct competition with Temu in potentially more than 100 countries where the Chinese marketplace operates.
Expanding Haul globally would be a fairly easy and cost effective way for the company to compete with Temu and Shein, since there isn't any fulfillment logistics involved in the launch for Amazon. The entirety of the move of opening up Haul to other countries would be digital. From there, the Chinese manufacturers that Amazon work with would be responsible for fulfillment — which I'd imagine most already ship to countries other than the US.
In comparison, when Amazon opens a traditional marketplace in new countries, it has to invest a substantial amount in warehouses, fulfillment centers, and other logistic operations in order to offer same-day and next-day delivery (which Haul doesn't promise).
Outside of the US, Amazon currently operates marketplaces in Canada, Mexico, Brazil, Germany, UK, France, Italy, Spain, Poland, Netherlands, Ireland, Sweden, UAE, Saudi Arabia, Australia, Japan, Singapore, India, and China –so likely we would see Haul expand to these countries first (less China for obvious reasons). However beyond that initial push, since no domestic logistics are involved for Amazon, there'd be little stopping them from rapidly expanding to additional countries where they don't already have a traditional marketplace open.