The October 2024 report was genuine, but its wording is now outdated. Amazon later launched the U.S. service as Amazon Haul on November 13, 2024. It is a separate discount storefront for inexpensive merchandise, built around slower delivery and a China-linked supply model rather than the usual Prime experience.
What Amazon was reportedly building in October 2024
The original story, reported by The Information and summarized by Engadget on October 22, 2024, described an internal project tentatively called the “Low-Cost Store.” It was presented as a distinct shopping destination, not simply a cheaper filter for Amazon’s normal catalog.
The reported plan was based on strict category price ceilings and direct, slower fulfillment from an Amazon operation in Guangdong, China. The figures came from internal merchant communications reviewed by The Information; Amazon did not publicly confirm them as universal consumer rules.
| Category | Reported maximum price |
|---|---|
| Jewelry | $8 |
| Bedding sets | $9 |
| Guitars | $13 |
| Sofas | $20 |
The proposed storefront was expected to take roughly nine to 11 days to deliver orders. For a 4–8 ounce item, the reported seller shipping cost was $1.77–$2.05 through the proposed service, compared with $2.67–$4.16 for ordinary domestic Fulfillment by Amazon. Those were 2024 seller-cost comparisons, not a current 2026 fee schedule.
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Read the original report at The Information.
What Amazon actually launched: Amazon Haul
Amazon introduced Amazon Haul in the United States on November 13, 2024. Launch coverage described products priced at $20 or less, with most costing $10 or less and some available for as little as $1. Categories included electronics accessories, apparel, beauty products, home goods and other inexpensive merchandise.
At launch, Haul was available through Amazon’s shopping app and mobile website rather than the standard desktop storefront. The presentation used a grid-oriented, promotion-heavy layout more reminiscent of Temu or Shein than conventional Amazon search results. Reuters’ launch report and TechCrunch’s coverage describe the launch positioning.
Associated Press coverage said U.S. orders could take approximately one to two weeks and that launch reporting identified free delivery for orders over $25. Availability, delivery promises and fees can change by marketplace, product and date, so shoppers should check the listing at checkout.
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How Haul differs from ordinary Amazon
Haul uses Amazon’s account, payment and customer-service infrastructure, but it is not ordinary Prime shopping with a temporary discount. Its value proposition depends on accepting a longer wait and a less familiar product mix in exchange for a lower price.
- Merchandise: Primarily inexpensive, often unbranded products rather than the established brands prominent in Amazon’s main catalog.
- Fulfillment: The launch model was associated with China-linked supply and international shipping instead of routinely stocking every low-value item in a U.S. warehouse.
- Delivery: Launch estimates of one to two weeks are materially slower than typical Prime expectations.
- Merchandising: A separate discount-shopping presentation emphasizes browsing, deals and impulse purchases.
The reported Low-Cost Store plans and the public Haul product are related, but they are not interchangeable descriptions. The category caps, Guangdong details and seller-fee comparisons belong to the reported internal proposal; the $20 ceiling, mobile access and one-to-two-week launch estimate describe the public U.S. service.
Why Amazon wanted a Temu-style channel
Amazon faced pressure from marketplaces that made extremely cheap, China-linked products easy to discover. In August 2024, CEO Andy Jassy said average selling prices were falling as shoppers traded down and bought more essential, lower-priced goods, according to Reuters.
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Amazon’s traditional strengths—domestic inventory, fast delivery and a dense fulfillment network—are expensive for a $3 accessory. A separate channel could help it:
- Keep price-sensitive purchases inside Amazon.
- Offer low-cost sellers a cheaper route into the U.S. market.
- Ship inexpensive goods internationally instead of stocking every item domestically.
- Expand assortment without committing warehouse space to slow-moving products.
The last two are strategic inferences from the reported logistics model, not claims Amazon explicitly confirmed.
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How Haul compares with Temu and Shein
| Service | Core proposition | Main trade-off |
|---|---|---|
| Amazon Haul | Amazon-linked low-cost general merchandise, with familiar account and payment infrastructure | Slower delivery and less certainty about brands, materials and durability than many standard Amazon purchases |
| Temu | Broad bargain marketplace spanning household goods, gadgets, accessories, kitchen products and apparel | Marketplace-seller variation, promotional complexity and scrutiny over safety and ultra-low-cost commerce |
| SHEIN | Fashion-centered marketplace with frequent new styles and low-priced clothing | Less suitable for general household shopping; environmental, labor and durability concerns remain part of the broader scrutiny |
Temu and Shein have faced scrutiny over product safety, marketplace practices, environmental effects and labor issues. That does not establish that every item on any one service is unsafe or defective; it means buyers should evaluate individual listings rather than treat a low price as proof of quality.
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The costs of the low-price model
Speed versus savings
Haul is designed for purchases that can wait. A one-to-two-week estimate is a poor fit for a replacement part, event outfit or other urgent need.
Price versus product confidence
Unbranded goods can provide savings, but product descriptions, sizing, materials and durability may vary more than shoppers expect from established brands. Read specifications and independent-looking review details instead of relying only on star ratings.
International logistics and policy exposure
The economics depend on inexpensive cross-border parcels. Customs delays, international shipping costs, tariffs and changes to low-value shipment rules can affect delivery and final prices. Coverage in 2025 connected Haul, Temu and Shein to those policy risks; current 2026 rules require separate verification.
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Returns
Check the product-specific return eligibility, deadline and shipping instructions before buying. A formal refund policy does not necessarily make returning a very cheap international item convenient or economical. The exact current Haul return controls and eligibility rules are not established by the cited launch sources.
What to check before ordering
- Confirm the displayed delivery estimate and whether the item is shipping internationally.
- Review the seller name, specifications, dimensions, materials and included accessories.
- Look for review volume and detailed comments about fit, function and durability, not just the average score.
- Check the item’s return eligibility, refund process and any shipping responsibility.
- Add shipping charges and any order minimum to the advertised item price.
- Avoid using the service for safety-critical products such as protective equipment, electrical hardware or children’s products unless documentation and suitability are clear.
- Decide whether the savings justify the possibility of a poor fit, lower durability or a difficult return.
Haul, Bazaar and availability outside the United States
The confirmed launch discussed above was the U.S. Amazon Haul service. Later reporting described related low-cost operations as Amazon Bazaar in some international markets, while retaining Haul as the U.S. name. Reuters reported that expansion in late 2025.
Do not assume that U.S. prices, delivery windows, free-shipping thresholds or return terms apply elsewhere. Availability can differ by country, Amazon marketplace, app or desktop access, account rollout and product category. The sources cited here do not provide a complete 2026 country-by-country availability map.
Bottom line: Amazon did launch the rival storefront
Amazon was not merely considering a Temu competitor. The reported “Low-Cost Store” became Amazon Haul in the United States. The central trade remains the same: very low prices and a broad assortment in exchange for slower fulfillment, less familiar products and greater exposure to cross-border logistics and policy changes. Haul narrows Amazon’s price gap with Temu and Shein, but the available evidence does not show that it consistently matches them or preserves the speed and certainty shoppers associate with ordinary Amazon orders.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
