Amazon.com announced on Friday that it has expanded its low-cost e-commerce service, Amazon Bazaar, known as Haul in the US, to 14 additional markets. This move intensifies competition with Chinese rivals like Shein and PDD Holdings’ Temu in the global market for ultra-cheap goods such as $10 dresses and $5 accessories.
The sweeping import tariffs imposed by US President Donald Trump have affected consumer sentiment, particularly among lower-income groups who often search for cheaper deals.
The standalone Amazon Bazaar app offers merchandise similar to Amazon Haul, the budget-friendly shopping section within the Amazon app, which was launched last year.
Amazon Bazaar, which launched in Mexico last year, will provide a majority of products priced under $10, with some items as low as $2, to its newest markets. These products range from home goods to fashion, according to the e-commerce giant.
Some of the newer markets for the low-cost e-commerce service include Hong Kong, the Philippines, Nigeria, and Taiwan. Since its launch in Mexico, Bazaar has expanded to Saudi Arabia and the United Arab Emirates.
“Amazon Bazaar’s expansion is an important step in Amazon’s international expansion,” stated D.A. Davidson Co analyst Gil Luria. “Amazon only enters a market when it believes it can scale up to a level that delights consumers and builds a profitable business.”
Luria noted that Amazon often takes years to achieve profitability when entering new countries and markets. The company reported third-quarter international revenue of $40.9 billion, marking a 10% increase from the previous year, excluding foreign exchange impacts.
“If Amazon can build a business by selling a small selection of very low-cost items at an attractive service level, it could expand beyond the core 23 markets to nearly every other country in the world,” Luria added.
Amazon stated that products on Amazon Bazaar are shipped directly from the company’s global fulfillment centers to destinations and delivered to shoppers via its network of service partners.
Shein and Temu have also increased their expansion outside the United States. According to its website, Shein now operates in over 160 countries including the U.S., Brazil, Ireland, and Southern China. Temu ships to at least 70 countries.
The US operations of both companies were impacted when the Trump administration banned the use of de minimis, a trade exemption that allowed packages valued at less than $800 to enter the country duty-free.
Amazon launched Haul in the US in 2024 and has since expanded the in-app service to Britain, Germany, France, Italy, Spain, Japan, and Australia.
