Amazon's Discount Marketplace 'Haul' Hits $2 Billion in Annual GMV, with Chinese Sellers Accounting for Over 97%

On March 6, it was reported that Amazon's discount marketplace 'Amazon Haul' has reached an annual gross merchandise volume (GMV) of approximately $2 billion. Since its launch in November 2024, the platform has attracted over 3,000 sellers, with 97.5% of them offering products at an average price below $10 and registered in mainland China or Hong Kong. Data shows that among the sellers, 994 with an average unit price under $10 generate an annual revenue of about $498,000, 636 sellers with prices between $10 and $15 earn around $943,000 annually, and 424 sellers with prices ranging from $15 to $20 achieve up to $1.3 million in yearly revenue. Amazon is aggressively driving growth by offering discounts of up to 90% and has expanded a similar service, 'Amazon Bazaar,' to over 25 markets globally. Approximately 75% of orders on the platform are delivered within 11 days, reflecting the typical 'direct shipping from China, low-cost and slow delivery' model. However, compared to competitors Temu (around $30 billion GMV) and SHEIN (approximately $18 billion GMV), Haul's $2 billion GMV represents only a single-digit share of the cross-border direct shipping market from China. The long-term prospects of this business face uncertainty, as the U.S. suspension of the de minimis import tariff exemption in May 2025 and recent changes in tariff policies add regulatory pressure to this low-cost direct shipping model. [Source: Ebrun Go. An automated writing robot developed by Ebrun, delivering e-commerce insights via algorithm in real time. This AI is still young—feedback is welcome at run@ebrun.com or via comments to help it improve.]