Amazon Haul Surpasses 3,000 Sellers with GMV Estimated at $2 Billion

[Ebrun Original] July 19 - Market research firm Marketplace Pulse recently released a special report on Amazon Haul, disclosing key data since the launch of this low-price shopping channel.

The report shows that since its launch in November 2024, Amazon Haul, a low-price zone targeting the Chinese supply chain, has attracted over 3,000 sellers. Its current annual Gross Merchandise Volume (GMV) is approximately $2 billion, positioning it as a growing competitor to Temu and SHEIN, though its overall scale remains significantly smaller than both.

According to Marketplace Pulse's statistics, there are currently 3,287 sellers participating in the Amazon Haul program on the US marketplace. The platform's sellers exhibit a distinct tiered structure based on product price ranges.

Among them, 994 sellers have an average selling price (ASP) below $10, 636 sellers have an ASP between $10 and $15, 424 sellers have an ASP between $15 and $20, and the remaining 1,233 sellers have an ASP above $20.

The report notes that the latter group of sellers is primarily testing the waters by listing select products on Amazon Haul rather than fully transitioning to an ultra-low-price business model.

In terms of sales performance, sellers across different price brackets show varying revenue levels. Sellers with an ASP below $10 have an average annual sales volume of about $498,000. Those with an ASP between $10 and $15 average around $943,000 in annual sales. Sellers with an ASP between $15 and $20 have an average annual sales volume of approximately $1.3 million.

By synthesizing the operational data from all seller categories, Marketplace Pulse estimates Amazon Haul's current annual GMV to be around $2 billion.

Regarding seller origin, the platform remains heavily reliant on the Chinese supply chain. Data indicates that among sellers with an ASP below $10, 97.5% are registered in Mainland China or Hong Kong, China. However, Marketplace Pulse suggests that the actual proportion of sellers with Chinese backgrounds might be even higher, as some Chinese businesses operate using US-registered entities.

The development trend of Amazon Haul aligns with recent data disclosed by Amazon.

During its latest earnings call, Amazon stated that the Amazon Haul platform currently offers over 1 million products priced below $10. To expand its user base, Amazon continues to increase subsidies, with discounts on some items reaching up to 90%. Concurrently, the company is promoting this low-price shopping model globally to over 25 markets under the Amazon Bazaar brand.

This shopping channel is characterized by a "low price, slow delivery" model, with products primarily shipped directly from China. According to information disclosed on product pages, 75% of orders can currently be delivered within 11 days, reflecting the typical trade-off of longer logistics times for more competitive product prices.

However, compared to its direct competitors, Amazon Haul's scale still lags significantly. Marketplace Pulse estimates that Temu's current GMV in the US market is approximately $30 billion, while SHEIN's is around $18 billion.

It's noteworthy that while Amazon is promoting its China-direct shipping model globally, Temu and SHEIN are moving in the opposite direction, accelerating their transition to local warehousing and local fulfillment models.

Regarding the future prospects of this business, Marketplace Pulse offers a relatively cautious assessment.

The report suggests that Amazon Haul has demonstrated Amazon's capability to build a China-direct shipping business of a certain scale. However, the true test ahead lies in whether Amazon Haul can achieve sustainable profitability as platform subsidies gradually phase out, the regulatory environment tightens, and the development conditions reliant on tariff arbitrage diminish.

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