Amazon is gearing up to expand its budget-friendly shopping section, Amazon Haul, into Europe later this year, according to industry sources. The move signals the ecommerce giant’s strategy to counter the rapid growth of low-cost platforms like Temu and Shein, which have been gaining traction among European shoppers.
Launched in November 2023 in the U.S., Amazon Haul is currently accessible only through the company’s mobile app. The section focuses on products priced at $20 or less, including everyday items like makeup, clothing, and accessories. While Amazon has not officially confirmed the European rollout, job listings for roles such as software development engineers within the Haul team—specifically mentioning a “worldwide launch”—strongly suggest plans are underway.
Amazon’s Growing European Presence
Amazon’s push into budget shopping comes as its European business continues to expand. In 2024, the company reported revenue of €39.6 billion in Germany and €36.7 billion in the UK, marking year-over-year growth of 8.7% and 12.7%, respectively. These figures highlight Amazon’s entrenched position in key European markets, where it already offers fast delivery, a wide product range, and trusted customer service.
However, competition is intensifying. Chinese platforms Temu and Shein, known for ultra-low prices on clothing and home goods, have been aggressively targeting European consumers. Temu, for instance, has invested heavily in ads and promotions since its 2023 EU launch, while Shein’s partnerships with influencers and pop-up events have boosted its visibility. Both platforms appeal to cost-conscious shoppers, a segment Amazon now aims to reclaim with Haul.
How Amazon Haul Works
Amazon Haul’s model is straightforward: it aggregates heavily discounted items, mostly under $20, into a dedicated section of the app. Products span categories like beauty, fashion, and small home accessories, with many items sourced directly from third-party sellers. The platform’s existing logistics network ensures most orders arrive within a few days, a key advantage over competitors that often struggle with longer shipping times.
The decision to keep Haul app-exclusive aligns with Amazon’s broader focus on mobile shopping. Over 70% of Amazon’s website visits in Europe already come from mobile devices, according to recent data. By funneling budget-conscious shoppers into the app, the company likely aims to boost user engagement and gather more data on shopping habits.
Challenges Ahead
While Amazon’s brand recognition and infrastructure give it an edge, Haul’s success in Europe isn’t guaranteed. Temu and Shein have built loyal followings by combining rock-bottom prices with a “treasure hunt” shopping experience, where users frequently check back for new deals. Amazon will need to replicate this excitement while ensuring its platform doesn’t cannibalize sales from its core marketplace.
Additionally, European regulators are scrutinizing ecommerce giants over issues like antitrust violations and sustainability practices. Amazon’s scale could draw further attention, especially if Haul’s low prices rely on suppliers cutting corners.
What’s Next
If launched, Amazon Haul in Europe would likely debut in major markets like Germany, France, and the UK first, followed by smaller countries. The company has not shared a timeline, but job postings suggest the rollout could begin by late 2024.
For sellers, Haul represents both an opportunity and a challenge. While it could open doors to price-sensitive customers, profit margins on sub-$20 items may be slim. Amazon has yet to clarify fees or requirements for vendors looking to join the Haul section.
As the battle for budget shoppers heats up, Amazon’s European strategy will hinge on balancing affordability with the convenience and reliability that have made it a household name.