new York
CNN
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Amazon is taking aim at retail rivals Shein, Temu and TikTok Shop with a new, deeply discounted store that sells a wide range of products for $20 or less.

Dubbed “Amazon Haul,” the mobile-only experience launched on the Amazon app on Wednesday and includes everything from fashion accessories to home goods, clothing and electronics.

According to Neil Saunders, managing director of retail at GlobalData, Haul is Amazon’s answer to Chinese markets, which are experiencing rapid growth due to cost-conscious shoppers looking for cheap items in the United States.

“The value retail segment has been a huge growth area over the last few years, and while Amazon’s main site has a good reputation for good value for money, its broad offering means it’s not primarily seen as an everyday low-price destination,” he told CNN .

Amazon said in a statement: announcement “the majority” To pull items are under $10, some even under $1. For example, an iPhone case sells for $1.79, a tablecloth sells for $4.99, and memory foam slippers sell for $9.99.

However, the cheap prices come with a caveat that items may take one to two weeks to be delivered. Shipping is free only for orders over $25, with orders below that threshold charged an additional $3.99. Additionally, the store only accepts returns on items valued at $3 or more.

In what could be seen as a mild dig at its overseas rivals, Amazon said it “reviews the products sellers offer on Haul so that customers can be confident they will receive products that are safe, authentic and comply with applicable regulations.”

Shein and Temu were recently targeted by US regulators. proposed investigation He was accused of selling “deadly baby and toddler products.” Two leaders from the Consumer Product Safety Commission want to examine how companies comply with safety regulations.

Amazon says Haul was created because it heard from customers They want “ultra-low priced items, even if some take one to two weeks to arrive.”

Saunders said there would be concerns that Haul could cannibalize sales on its flagship website, but “it’s better for Amazon to cannibalize its own sales than to make room for rivals” and that the store could be popular with younger consumers keen to shop from Amazon rivals.