Recently, according to foreign media reports, Amazon Germany has launched the beta version of its new low-cost shopping section, Haul, aiming to counter growing competition from Chinese e-commerce platforms like Temu.

Integrated within the existing Amazon app, Haul offers fashion, home, and lifestyle products, most priced under €10, with all items below €20. Currently, the section is available only to select German users, but Amazon plans to expand it to a broader audience over the coming weeks.

The name Haul is inspired by the internet trend of "shopping hauls," where users share their recent purchases on social media. First introduced in the U.S. in November 2023 and later in the U.K. in May 2024, this German rollout marks another significant step in Amazon's European expansion strategy.

Rocco Bräuniger, General Manager of Amazon Germany, stated that German consumers highly value affordable and quality products, and Haul is designed to meet this demand.

Much like Temu, products on Haul are sold directly by Amazon and shipped from its logistics centers in China, with a delivery promise of within two weeks. To attract shoppers, Amazon has introduced promotional discounts: a 5% discount on orders over €50 and a 10% discount on orders over €75.

Unlike Temu, which operates primarily as a marketplace, Amazon self-manages the inventory on Haul and ensures all products undergo “necessary compliance checks.” This move aims to build consumer trust, especially amid public concerns about product safety on platforms like Temu, which has faced criticism for unclear labeling and potentially unsafe products.

At launch, Haul does not offer electronics, focusing instead on lifestyle, fashion, and home goods—clearly a decision influenced by product safety considerations. The platform also targets a younger demographic, featuring sections like "Social Faves" and “Y2K” styles popular among Gen Z. The app's interface is vibrant, filled with emojis and youthful design elements.

According to data from the German E-Commerce and Distance Selling Trade Association (bevh), Asian platforms like Temu, Shein, and Alibaba accounted for roughly 6% of Germany's e-commerce market in 2024—almost triple the share from the previous year—highlighting their rapid growth.

Meanwhile, Temu is also accelerating its local operations, building local warehouses worldwide and recruiting German merchants to enhance delivery efficiency and mitigate risks from changing global trade regulations. Since May 2025, the U.S. has imposed tariffs on low-value imports from third countries, including a temporary hike on Chinese goods, which significantly impacted Temu and Shein's U.S. businesses.

As U.S. trade policies tighten, platforms like Temu are increasingly shifting resources to the European market, ramping up advertising and pursuing local strategies. However, the EU is also considering similar trade policy adjustments, including removing the current €150 tax exemption for small parcels and introducing a €2 processing fee per package. If enacted, this would substantially raise costs for sellers and brands shipping directly from China.

Amazon’s rollout of Haul in Germany is viewed as a key strategic move to counter the influx of low-cost Chinese products and signals that competition among European e-commerce platforms is set to intensify further.