Amazon has launched the beta version of its long-rumored online store designed to compete with discount e-commerce retailers such as Temu and Shein, featuring a selection of low-priced home goods, electronics and apparel, which are shipped directly to consumers from manufacturers in China.

Dubbed "Amazon Haul," every item advertised in the store is priced at $20 and under. Products in Amazon Haul also come with free delivery on all orders of more than $25, along with escalating discounts for larger orders, starting at 5% off for $50 and over, and 10% off for $70 and up. 

“Finding great products at very low prices is important to customers, and we continue to explore ways that we can work with our selling partners so they can offer products at ultra-low prices,” Amazon vice president Dharmesh Mehta said in a November 13 release. 

The platform was first hinted at in June 2024, when CNBC reported that Amazon had announced the store to a private conference of Chinese sellers. Amazon Haul operates as a direct competitor to Chinese e-commerce giants Temu and Shein, both of which have rapidly gained popularity in the U.S. by offering a range of products priced well below typical market values.

Currently, the store can only be accessed through Amazon's app, although Mehta indicated that the company plans to refine and expand it in the weeks and months to come.