Amazon Haul struggles to gain traction among U.S. shoppers, with 76% of Americans saying they are yet to try out the platform

Three months after its launch, Amazon Haul, the retail giant’s answer to budget-friendly marketplaces like Temu and Shein, faces a lukewarm reception from American consumers. Despite Amazon’s expansive reach, recent survey data from ecommerce marketing company Omnisend reveals that the vast majority of U.S. shoppers have yet to try out Amazon Haul.

According to the latest consumer survey:

• 76% of respondents stated they had not shopped at Amazon Haul in the past year.
• Only 16% use it at least once a month, compared to 28% on Temu and 23% on Shein
• Just 1% reported shopping at Amazon Haul daily.

In contrast, competing budget marketplaces are much more popular amongst shoppers. More than half of the respondents reported shopping at Temu in the past year, with a more active user base shopping multiple times a month. Similarly, Shein (40%) and TikTok Shop (30%) have also garnered higher engagement, despite Amazon’s established reputation in ecommerce.

“Amazon Haul entered a competitive landscape with high expectations, but consumer behavior doesn’t change overnight,” says Greg Zakowicz, senior e-commerce expert at Omnisend. “Temu and Shein have already cemented their place in the budget shopping category, leveraging aggressive discounting and social commerce strategies.”

“If Amazon wants to make a real impact, they need to create compelling reasons for shoppers to choose Amazon Haul over existing options—whether through better customer experience, faster shipping, or exclusive deals.”

US shoppers worry about tariffs impacting prices—Amazon Haul faces an uphill battle

With new tariffs on Chinese goods in place, Amazon Haul may have entered the budget marketplace space at a difficult time. The platform, which relies on ultra-low-cost imports from China, could struggle to attract price-sensitive U.S. consumers who are now reevaluating their spending habits.

Survey data shows that nearly one-third (29.45%) of consumers would immediately reduce their purchases or stop buying from Chinese marketplaces like Temu if prices increased. Another 20.75% would only continue shopping if the price hikes were insignificant (less than 20%). This means that over half of potential budget shoppers could scale back their spending due to higher costs.

At the same time, American consumers are showing a stronger preference for domestic goods. 40% of respondents said they are willing to pay more for U.S.-made products, signaling a potential shift in shopping behavior. This could put Amazon Haul in a tough position — if Chinese imports become more expensive, the marketplace may struggle to compete with established players like Temu and Shein while also failing to attract consumers who are now more inclined to shop American.

How can ecommerce businesses adapt to a growing budget marketplace space?

For ecommerce businesses, the growing budget marketplace could be an opportunity to expand their distribution channels by adding new players, such as Amazon Haul, into the list. 

Here are a few tips from Greg Zakowicz, senior ecommerce expert at Omnisend: 

• Leverage marketplaces wisely. Selling on multiple platforms like Amazon Haul, Temu, or Shein can increase visibility and sales opportunities.
• If you can’t offer budget-friendly options, focus on customer experience. While low prices attract shoppers, great service and fast shipping create loyal customers.
• Build a strong brand identity. Establishing a niche and offering unique value beyond price competition can help sustain long-term growth.