The product "dominates the charts"! Amazon traffic supports this project

Despite the constant doubts, the sellers’ enthusiasm for joining the market cannot be stopped!

Benchmarking against the low-price e-commerce platform Temu, Amazon's version of the low-price mall "Amazon Haul" was announced to be launched in November this year . The project has expanded new customer groups for sellers who have demand for purchasing low-priced goods, and is currently an invitation-based system for sellers.

That is to say, Amazon Haul merchants are currently screened by Amazon officials and invited by investment managers. Marketplace Pulse survey data shows that the number of Amazon Haul sellers is currently only a few hundred.

Although it is not fully open to merchants, Amazon Haul has become the focus of cross-border people's discussion. It is said that the store once sold one for hundreds of thousands of yuan! The good news of the continuous explosion of orders during Black Friday has made a group of people eager to try it!

However, Amazon Haul has also caused anxiety for a large number of sellers: whether it is sharing the list with the main mall or Amazon's full support, it seems to discourage some sellers, especially those with low average order value.

Amazon supports traffic! Low-priced mall products dominate the charts

" I woke up to find that the low-price mall dominated the list ! It's scary. " Recently, seller Xiao Zhang lamented that almost all the new product lists came from the low-price mall, and some products even quickly rushed to the top five in the category.

Not only that, Xiao Zhang and other Amazon sellers also found that in addition to sharing the new product list, the low-price mall actually shared a BSR list with normally sold products , and the BSR lists of many categories have been occupied by products from the low-price mall .

Amazon Haul's rapid growth is closely related to the platform's efforts to support traffic.

During Black Friday and Cyber ​​Monday, all items sold on Amazon Haul were temporarily discounted by 50%, with the 50% discount banner front and center on the Amazon app. These discounts were subsidized by Amazon officials, with the goal of quickly promoting the program to consumers at a short-term loss.

As expected, Amazon Haul took off successfully during Black Friday and Cyber ​​Monday. Marketplace Pulse research data shows that hundreds of third-party sellers (almost all of them are from China, and the first batch of sellers is 300) sold thousands of different products. On the second day of Black Friday, the number of Amazon Haul's best-selling products reached 2,700, and these products ranked in the top 100 in various categories on Amazon.

"We have been receiving a lot of orders. Not only are we receiving a lot of orders, but the profits are also very good ! " A seller who runs both the main site and Haul found that during Black Friday, Haul's sales increased by 8 times.

With the significant increase in Haul traffic , Amazon had to announce: From December 1st to December 4th, the creation of new goods to the Haul warehouse will be suspended .

Apparently, even Amazon itself underestimated consumers’ enthusiasm for low-priced goods. As most products were sold out, consumers had few choices, and the number of best-selling products began to decline during Cyber ​​Monday.

After the Black Friday shopping season ended, Amazon Haul 's 50% discount banner was quietly removed from the App Center, but the platform's support for the project did not stop.

Amazon Haul seems to be following Temu's old path: paying for traffic in the early stage and providing consumers with a variety of preferential plans, such as free shipping for purchases over $25, 5% discount for purchases over $50, and 10% discount for purchases over $75.

The investment manager revealed that Amazon Haul will launch more exciting new initiatives in late December and early 2025 to continue to drive traffic growth! " Late December is close to Christmas, and Amazon is expected to copy the Black Friday Cyber ​​Monday strategy and fully promote Haul during the Christmas traffic promotion season, " industry insiders speculated.

There are also reports that Amazon has begun placing advertisements on Facebook and Instagram to promote this low-price project in all aspects.

One account was sold for hundreds of thousands! Amazon Haul threatens low-priced sellers

" When will Amazon Haul be fully open to sellers?" Currently, a large number of sellers are ready to enter the low-price mall to make a fortune. They firmly believe that any project has a huge development bonus period in the early stage, and it is easy to make money as long as you stand at the forefront.

According to insiders, the stores that have been officially invited have the following characteristics: low average order value, large number of SKUs, relatively high sales, and certain operating experience. Many of these characteristics are obviously very consistent with the positioning of Amazon Haul . Amazon Haul is a new shopping experience on the Amazon shopping app and mobile website, where customers can find more affordable and super low-priced goods. The prices of goods are all US$20 or less, and most of the goods are less than US$10, covering categories such as fashion, home, lifestyle, and electronics . The usual delivery time is 1-2 weeks.

Because sellers have such high expectations for Amazon Haul, there are even rumors that one account was sold for hundreds of thousands!

However, expectations and complaints go hand in hand. A large number of Amazon sellers, especially those with low average order value, are panicking. They have a hunch that Amazon Haul will steal their traffic. "Amazon Haul shares the same list with the main mall, so the main site will inevitably be affected."

Seller Xiao Li believes that the poor Black Friday sales of his store this year is largely due to the overlap of products with Haul, which has robbed traffic. Among the top 10 BSR lists of Xiao Li's category, Haul products account for 3, "The product that originally only sold for $1.99 was discounted by half, and compared with the same product that costs more than $10, consumers will definitely choose it."

In 2025, many sellers feel that the situation is even more grim. It is understood that although Amazon Haul's products do not display sales rankings, the product page is very tempting. Clicking on it, you will see low prices. In the context of consumption downgrade, consumers pursue the ultimate cost-effectiveness. Seeing such a scene, it is easy to make impulse purchases.

"Amazon's move is to force out sellers with low average order values ​​and uncompetitive individual sellers. The threatened sellers have two options: either clear out their inventory and exit the market, or switch to higher-priced products , or stick to low prices and join Amazon Haul, where everyone competes internally together..." Xiao Li said that Amazon sellers are facing internal and external troubles.

An important reason for the birth of Amazon Haul is that Temu has risen rapidly and threatened the traffic of Amazon platform. Currently, a hotly debated topic is: Can Amazon Haul beat Temu?

Many industry insiders believe that although Amazon Haul looks like a high-end imitation of Temu, it is actually a smaller version of Temu in terms of the number of sellers, catalog size, and category coverage. Marketplace Pulse research shows that Temu has 500,000 sellers, a wide variety of products, and has already occupied the top of the download list in most regions around the world. In comparison, Haul is more like a wholesale catalog with a messy algorithm, and there is still a lot of room for growth.

Therefore, it is too early to discuss this issue now.

Amazon Platform