“Say hello at super low prices”: this is how Amazon advertises its low-cost portal Amazon Haul, which can now also be accessed in Germany. Haul is accessed via the Amazon app and is presented as a separate store that is obviously aimed at the younger generation: Smileys flash everywhere, the shopping categories are called “Social faves”, “Y2K” or “Beauty”.

Amazon Haul offers shoelaces, laundry bags, cell phone covers and shorts, among other things. All products cost less than 20 euros, and many items are available for 5 euros or less. Shipping costs of 3.50 euros apply up to an order value of 25 euros – above this amount, delivery costs are also waived. Anyone buying goods with a total value of more than 50 euros receives a 5 percent discount. Orders over 75 euros are discounted by 10 percent.

Haul is Amazon's attempt to dedicate its offer to the desire for cheap shopping propagated by platforms such as Temu and Alibaba. According to the German E-Commerce and Mail Order Association, such providers already accounted for almost six percent of all purchases in German online retail in 2024.

Amazon's Haul offer was launched in the USA last December before being rolled out in the UK in the spring. The cheap goods from the Haul portfolio are produced in China and delivered to Germany, with a waiting time of one to two weeks. The products are purchased and imported directly via Amazon; there is no marketplace or third-party provider for Haul.

The Haul store can be accessed in the Android mobile app by typing “Haul” into the search bar or selecting the tab of the same name from the top main menu. According to Amazon, Haul is currently still in the beta phase and may therefore not yet be available to all users.

According to Amazon, the products sold comply with “all applicable regulations and Amazon guidelines”. They can be returned free of charge within 15 days of delivery. According to the online retailer, the products will also be marked with user reviews and star ratings. No reviews are currently visible.

“We are delighted that with Amazon Haul, we are now offering our customers even more opportunities to save money via the shopping app, while they can rely on Amazon's renowned shopping experience and our great customer service,” says Amazon manager Rocco Bräuniger.

Platforms such as Temu have come under massive criticism in Europe. Consumer advocates accuse the low-cost stores of unfair business practices such as arbitrary discounts and manipulative designs (“dark patterns”).

(dahe)