Amazon has cross-listed about 40% of its active sellers into Haul, and those low-price listings now show up in its main search

by | Nov 13, 2026 | Latest E-commerce News & Updates

About 40% of active Amazon.com sellers, or nearly 184,000 in all, now have listings in Amazon Haul, and most of them never signed up because Amazon moved their products in itself, according to Marketplace Pulse. Amazon does that through Haul Distributed Fulfillment, a program that copies select items that already sit in Amazon warehouses into Haul while those products remain available in the regular Amazon store, with the same seller fees and Haul discounts paid by Amazon. Sellers can’t pull individual products out of Haul, so the only way to leave is to remove their whole account. Amazon has also started showing relevant Haul products in its main search results, so sellers’ regular listings now compete for those results with Haul’s original China-shipped items.

Paul Drecksler is the founder and editor of Shopifreaks, covering the most important stories in e-commerce.

Companies: Amazon

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