Amazon Launches “Amazon Haul” to Compete in Australia’s Low-Price Market

As Australian consumers’ trust in Chinese low-cost platforms like SHEIN and TEMU declines, Amazon has launched a new budget shopping platform called Amazon Haul in Australia. Amazon aims to use its trusted brand image to compete for the low-price market.

Key Features of Amazon Haul:

• Affordable Prices: Offers hundreds of thousands of items priced under AU$25.
• Promotions: To boost popularity, it features AU$1 flash sales, discounts of up to 20%, and a dedicated “Under AU$5” section.
• Shipping & Returns: Amit Mahto, head of Amazon Australia, stated that these items do not include Prime fast shipping. Delivery typically takes about two weeks, and a 15-day return policy is provided.

Market Context:

• Competition: Expert Bo Pang from Swinburne University notes that this move is directly aimed at countering the rise of SHEIN and TEMU. While SHEIN and TEMU focus on extreme price competition, Amazon still follows a more traditional e-commerce model.
• Consumer Trust: A survey by Roy Morgan showed that while millions of Australians used SHEIN and TEMU last year, distrust is growing. In a May 2025 survey, TEMU was ranked as the 7th most distrusted brand in Australia, while SHEIN ranked 15th.

Safety and Regulation:

• Amazon’s Commitment: Amazon emphasizes that “Amazon Haul” will provide a trustworthy shopping experience. All products will undergo screening to ensure they are safe, legal, and compliant with Amazon’s policies.
• Regulatory Challenges: Experts point out that while all Australian businesses must follow safety laws, it is difficult to regulate cross-border e-commerce where third-party sellers ship directly from China. Amazon’s brand influence may help raise standards in the low-cost market.
• Competitor Response: SHEIN and TEMU have stated that they require their sellers to comply with local laws and have their own internal monitoring rules.

***Photo Reference:https://powerretail.com.au/amazon-launches-low-cost-marketplace/***