What Insights Were Shared at Amazon Haul's First Vertical-Specific Empowerment Session?

[Ebrun Original] On April 24th, Amazon Haul held its inaugural Preferred Enterprise Empowerment Session in Shenzhen. The event introduced the Amazon Haul project and consumer electronics category insights, while also announcing the corresponding merchant recruitment criteria. Amazon Haul was first launched on the US site in November 2024 and currently covers over 25 countries and regions. With an average order value below $20, it caters more to the preferences of younger demographics. It features a waterfall-style marketplace page and is available on sites including the US, Canada, Mexico, the UK, and Germany. Additionally, in November 2025, Amazon launched a new app, Amazon Bazaar, where most orders have an average value under $10. It covers 14 countries and regions, including Hong Kong, Taiwan, the Philippines, Kuwait, and Qatar.

This event focused specifically on the consumer electronics category. During the session, Amazon Haul's Senior Account Manager for Consumer Electronics shared practical case studies from top-performing sellers in the consumer electronics category within the Haul program. The cases focused on how sellers started from scratch and progressed from product testing to scaling. By analyzing the actual purchasing behavior of EU consumers, they distilled a replicable product selection logic for consumer electronics. This included how to identify high-potential use cases, how to increase average order value through bundled offerings, and how to leverage the platform's traffic mechanisms for a successful cold start.

The Consumer Electronics Category Manager noted that the repurchase cycle for consumer electronics is significantly shorter than for other categories, indicating inherent user stickiness. They recommended that sellers focus on high-demand scenarios like phone accessories and protective products, and adopt a combined product selection strategy around specific use cases rather than simply listing a large number of individual items.

One of the most anticipated segments of the event was the demonstration of the AI-powered Consumer Electronics Product Inspiration Handbook by Amazon Haul's Senior Product Operations Manager. Based on an in-depth analysis of over a thousand best-selling consumer electronics items, the handbook structures real consumer purchase scenarios into 24 detailed product selection directions. These cover high-potential scenarios such as 'phone case fashion wardrobe', 'new device unboxing protection bundle', 'in-car phone accessories', 'influencer desktop starter kit', 'camera storage and maintenance', and 'desktop cable management solutions'.

Each scenario is equipped with target audience profiles, breakdowns of use cases, suggestions for combined product selections, and analysis of price range distribution. This helps sellers directly translate platform data insights into listing decisions without the need for secondary interpretation. It was reported that the handbook will be continuously updated, with plans to cover more categories and sites in the future, providing sellers with more targeted product selection references.

During the final Q&A session, participating sellers engaged in in-depth discussions with the Amazon official team on topics such as product testing strategies, replenishment cadence, multi-site expansion, and the use of AI tools. Subsequent Amazon Haul Preferred Enterprise Empowerment Sessions will also expand to more categories and regions. Stay tuned for more updates.