Amazon Introduces Haul in Australia to Compete with Temu

Amazon has launched a new budget-friendly online shopping platform in Australia, aiming to strengthen its presence in the competitive e-commerce market and rival fast-growing platforms such as Shein and Temu.

The new service, branded Amazon Haul, was introduced nationwide late last week. It offers hundreds of thousands of low-cost items priced under $25, targeting consumers looking for affordable shopping options. Unlike Amazon Prime eligible products, Haul items are shipped within approximately two weeks and come with a 15 day return policy.

To attract customers, Amazon is rolling out a series of promotions tied to the launch. These include $1 flash deals, discounts of up to 80 percent, and a dedicated under $5 section, designed to replicate the appeal of ultra low cost shopping platforms that have gained traction with younger and budget conscious buyers.

Amit Mahto, Amazon Marketplace Australia Manager, said the move reflects growing demand among Australians for affordable and reliable online shopping.

“Australians seek out value and convenience when they shop online, and we’re excited to provide more options through the shopping app they already know and trust,” he said.

Industry observers note that Amazon’s push into the low-cost segment comes at a time when Temu and Shein have rapidly gained market share in Australia. Both platforms have grown popular by offering fashion, home goods, and lifestyle products at heavily discounted prices, often backed by aggressive social media advertising.

Swinburne University consumer expert Bo Pang said Amazon’s strategy is clearly aimed at cutting into the dominance of these overseas competitors.

“Amazon wants to compete with the rise of cheap online marketplaces like Shein and Temu, and Haul is its response to that trend,” Pang explained.

While Amazon is a household name in Australia, its reputation has largely centered on a broad marketplace supported by fast delivery through its Prime membership service. With Haul, the company is entering a sector where delivery times are longer but prices drive customer choice.

The initiative also highlights the increasing competition for Australian consumers’ spending power. Rising costs of living have boosted demand for cheaper online alternatives, allowing platforms like Temu and Shein to expand quickly. By introducing Haul, Amazon is positioning itself as both affordable and trustworthy — hoping its established brand reputation can set it apart from rivals that often face scrutiny over product quality.

The success of Haul in Australia will likely depend on whether Amazon can balance affordability with consumer trust. Early signs suggest the platform is designed not only to capture bargain hunters but also to provide a reliable shopping experience that differentiates it from competitors.

With the retail battle intensifying, Amazon’s entry into the ultra-low-cost market signals a major shift in Australia’s e-commerce landscape.