Amazon is piloting its low-cost shopping feature, Haul, in the UK, marking the service’s first international expansion beyond the US. The move positions Amazon more directly against budget e-commerce challengers like Temu and Shein.
Haul is a mobile-only channel offering products priced at £20 or less, with most under £10. It will appear within the existing Amazon app and is being tested with a limited group of users ahead of a wider rollout in the coming weeks.
The offering includes incentives such as free delivery on orders over £15 and a 5% discount for orders above £50. However, delivery times can extend up to two weeks, a departure from Amazon’s typical speed.
For Amazon’s UK operation, this signals a strategic pivot toward the value segment, an area where rival platforms have gained significant ground by undercutting traditional marketplaces. The test may also help Amazon gauge consumer appetite for price-capped, lower-margin goods within its core ecosystem.
Haul has previously attracted regulatory attention in the US over its handling of import tariffs, but Amazon has since stated it would not display these costs to customers. The UK launch avoids this issue entirely for now.
