Amazon Haul Products Now Appear in Main Site Search, 40% of Active US Sellers' Listings Included

According to foreign media reports, Amazon has officially integrated products from its low-price channel Haul into the main site's regular search results. Data from third-party firm Marketplace Pulse shows that nearly 184,000 sellers currently have active listings on Haul, accounting for 40% of all active sellers on Amazon's US site who have received at least one buyer feedback in the past year. The vast majority of these sellers did not voluntarily enroll; their products were automatically cross-listed by Amazon's system.

Haul launched two years ago with multiple access and operational rules, but these rules have gradually been relaxed. According to Amazon's public seller documentation, the platform introduced the Haul Distributed Fulfillment program, which automatically syncs selected products already stored in Amazon fulfillment centers to the Haul channel without affecting normal sales in the main store. During cross-channel syncing, the commission rate paid by sellers remains unchanged, promotional subsidies within Haul are fully covered by Amazon, and sellers cannot individually delist a synced product—they can only opt out of the entire Haul program at the account level.

In March of this year, Marketplace Pulse counted 3,287 sellers selling exclusively on Haul; the current count covers all sellers with active listings on Haul. Since the direct-from-China channel remains invitation-only, the vast majority of sellers included in the count come from automatic cross-channel syncing. Currently, 95% of sellers on Haul are actively operating, compared with an overall active rate of 13% across all sellers on Amazon's US site. This discrepancy is directly related to Amazon's mechanism of syncing products from live FBA inventory.

In its early days, nearly all Haul sellers were from China; currently, 80% of sellers on the channel are located in mainland China or Hong Kong, and 16% are in the US. Nearly half of active sellers from mainland China and Hong Kong on Amazon's US site already have products on Haul, compared with 22% of US sellers. Pricing rules remain unchanged, with the median price of each seller's best-selling product on Haul at $9.98.

Amazon discloses that over the two years since launch, Haul's selection has grown more than 25-fold, now exceeding 10 million items. When Haul first launched, it operated with separate stores, separate sellers, and separate rules. Two years later, the business has evolved into a fixed price band within Amazon's main site, with the vast majority of products proactively selected and synced by Amazon. The integration into main site search completes this transformation.

This article was first published on the official Ebrun website.