Amazon's Haul has faced a lackluster response from U.S. consumers following its launch, lagging behind competitors Shein and Temu. A survey indicated that 76% of respondents had not used the platform in the past year. Experts suggest Amazon must enhance the user experience and offer exclusive deals to draw customers. The mobile-only platform showcases products priced under $20, but faces challenges from tariffs on Chinese imports and must develop a stronger brand presence as it prepares to expand into Europe.
If Amazon wants to make a real impact, Zakowicz said the company needs to create compelling reasons for shoppers to choose Haul over other competitors.
Temu and Shein have already cemented their place in the budget shopping category with aggressive discounting and social commerce strategies.
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