Last month Amazon launched its Amazon Haul low budget shopping experience in the UK, having brought it to the US market last year. But what is Amazon Haul and what do brands need to know about it? Hannah Reyes, an Amazon expert at Fluid Marketplaces who advises brands on their Amazon strategy, answers key questions about Amazon Haul below.
What is Amazon Haul?
Amazon Haul is a new, mobile-only budget shopping experience currently live in the UK (as of May 2025) and the US (since November 2024). It introduces a content-led, discovery-first interface that feels more like TikTok than traditional Amazon. Instead of promoting search by keyword, users are invited to scroll through themed product collections or curated finds based on categories like fashion, beauty, home, and lifestyle.
The key difference? Unlike the typical Amazon experience, which is search-driven and utility-focused, Amazon Haul is all about inspiration and entertainment. Most products are not against a white background, they are presented in true-to-life settings.
It encourages browsing, bundling, and low-friction purchasing especially for budget-friendly, trend-led products, as most items are under £20/$20.
Why should brands be aware of it?
Haul is designed to appeal to a new generation of consumers, particularly Gen Z and millennials, who are used to discovering products via creators and social trends, not just search bars.
For brands, this signals a shift. If your product is visually compelling, low-priced, impulse-friendly, or fits into TikTok-style trends, Haul can offer organic visibility in a new, highly engaged format. It’s particularly relevant for fast-moving, low-AOV SKUs or bundled sets that encourage discovery.
However, brands should know this isn’t a fully open playground just yet.
Many of the products featured in Haul so far are sold under Haul Global (Amazon Export Sales LLC)—Amazon’s own selling entity. As of now, Haul is not open to third-party sellers in the traditional sense, and listings are not brand-led. This suggests that Haul is a curated, Amazon-controlled assortment, likely made up of low-cost imports consolidated and resold under one storefront. It allows Amazon to manage pricing, logistics, and customs directly, while offering customers Temu-style value and simplicity.
In other words, it’s not yet a platform for most brands to list on, but it’s a clear signal of the direction Amazon is testing for ultra-budget, cross-border commerce.
What does the launch of Amazon Haul mean for brands?
It opens a new window for discovery, but only if your listings are ready and eligible. Unlike traditional Amazon listings optimised for search and conversion, Haul rewards products that are scroll-worthy, on-trend, and priced for easy add-to-cart decisions.
How have consumers reacted to the launch of Amazon Haul?
So far, US adoption shows early promise: 16% of consumers use Haul monthly compared to 28% for Temu and 23% for Shein. (Source) The numbers are still growing, but don’t let that fool you—Amazon plays the long game.
Consumer behaviour is shifting toward entertainment-led commerce, and Haul helps Amazon capture more of that scrolling, impulsive attention while still offering the trust and infrastructure of Prime. Especially with Prime Day coming up, this is one to watch…
How much can Amazon Haul affect Amazon advertising campaigns?
At this stage, Amazon Haul doesn’t directly tie into Amazon’s advertising ecosystem. There’s no separate ad placement within Haul, and it’s not a video-led or creator-driven experience like Amazon Live or Inspire.
That said, Haul can still impact your wider advertising strategy in indirect but meaningful ways. Haul is training customers to browse Amazon more like they would Temu or Shein so there is a shift in consumer mindset. We may also see a halo effect, should lower-priced items from a brand appear on Haul and higher-priced items appear in the native Amazon app.
In short, Haul isn’t part of your advertising toolkit yet, but it’s shaping the expectations of budget-conscious shoppers.
How will Fluid Marketplaces be helping clients with Amazon Haul?
The Amazon experts at Fluid Marketplaces will be keeping on top of developments with Amazon Haul, and any other new trends relating to Amazon, helping our clients to stay fully informed, and also take advantage of any opportunities that arise. If you are a brand and would like support with your Amazon strategy, talk to us about the services we offer. Get in touch with us here and we will get back to you as soon as possible.