Amazon has rolled out Amazon Haul in Australia - a new section inside the Amazon Shopping app dedicated to products under AUD 25. For sellers, it represents a new traffic channel within Amazon where low cost, high velocity products are grouped and shown to deal hunting customers.
The key difference is that Amazon decides which products qualify, so sellers need to understand how this impacts their catalog, pricing strategy, and margins. While buyers see it as a “cheap finds” zone, sellers should see it as a strategic shift in how Amazon is segmenting demand and competing directly with Temu and Shein.
What is Amazon Haul?
Amazon Haul is a separate storefront inside the Amazon app. It has its own:
Search bar
Cart
Checkout flow
Only products under AUD 25 are listed, and in the launch phase, Amazon is offering discounts that bring many items under AUD 10. Delivery timelines are longer (up to 2 weeks), but the experience is designed to feel like Temu or Shein—a place for “fun, cheap finds.”
Why sellers should care
1. Exposure to a new traffic stream: Amazon Haul is a separate section with its visibility. If your products are included, you get access to a dedicated audience of deal hunters who are browsing only for budget products.
2. Only Amazon decides what gets listed: At this stage, sellers cannot opt in. Amazon is hand selecting SKUs that match Haul’s requirements (price point, compliance, and category fit). If your products are already in the under AUD 25 range, they may automatically be pulled into Haul.
3. Best fit for low cost, high velocity products: Haul is designed for impulse purchases and trending products. Categories like small home gadgets, fashion accessories, stationery, and lifestyle items will likely dominate.
4. Pricing and margin pressure: If your competitors are offering very low prices, it can drag down customer expectations in your category, even outside Haul.
5. Returns and customer trust still apply: Products in Haul still follow Amazon’s returns and compliance policies. Sellers must ensure quality even at low price points. Poor reviews will still impact your account health.
6. Fulfillment considerations: Delivery times are up to two weeks. This may signal that Amazon is pooling more overseas inventory (similar to Temu/Shein logistics).
Key takeaways for sellers
Track your listings: See if any SKUs have been pulled into Amazon Haul.
Plan for margins: Only participate if you can sustain lower prices without hurting profitability.
Focus on the right SKUs: Push products that are small, lightweight, and impulse friendly.
Watch the trend: If Haul grows, it could become an important volume driver for budget items, similar to Amazon’s answer to Temu/Shein.
Need help adjusting your strategy to respond to Amazon’s evolving marketplace structure? Talk to our Amazon experts. We’ll help you stay competitive whether you sell premium, mid range, or low cost products.
