Amazon has announced a major expansion of its budget shopping platform, Amazon Bazaar—known in the United States as Haul—to 14 additional international markets, intensifying its rivalry with fast-rising Chinese e-commerce players Shein and Temu (owned by PDD Holdings). The move is Amazon’s ambition to capture a greater share of the fast-growing ultra-low-cost retail segment, defined by products priced as low as $2 to $10, Reuters reported.
Originally launched in Mexico in 2024, Amazon Bazaar has since entered Saudi Arabia and the United Arab Emirates, and will now be available in markets including Hong Kong, the Philippines, Nigeria, and Taiwan. The platform focuses on affordable home goods, accessories, and fashion, aiming to attract price-sensitive consumers amid ongoing global inflation and weakened purchasing power in lower-income groups.
The service operates both as a standalone app and as a budget-friendly section within the main Amazon app in select countries. Products are shipped directly from Amazon’s global fulfillment centers and delivered through its network of logistics partners, allowing the company to offer low-cost merchandise while maintaining its established standards of reliability and customer service.
Industry analysts see this expansion as a significant strategic step for Amazon. “Amazon has only entered a market when it believed it can scale up to a level where it delights consumers and builds a profitable business,” said Gil Luria, analyst at D.A. Davidson & Co. He noted that while Amazon often takes years to achieve profitability in new markets, its international business already generated $40.9 billion in third-quarter 2025 revenue, a 10% increase year-on-year, excluding currency effects.
Luria added that if Amazon succeeds in building a sustainable business model around ultra-low-cost products, it could ultimately extend its Bazaar platform “beyond its core 23 markets to nearly every country in the world.”
The timing of Amazon’s move also coincides with shifting global trade dynamics. The U.S. government’s decision to end the “de minimis” exemption—which previously allowed duty-free imports of goods valued under $800—has complicated operations for Chinese platforms like Shein and Temu, which relied heavily on this rule to ship inexpensive products directly to U.S. consumers.
Both Chinese rivals, however, continue to expand aggressively abroad. Shein now operates in more than 160 countries, while Temu ships to at least 70, seeking to replicate their U.S. success in other regions.
By entering this competitive segment, Amazon is positioning itself as a formidable global challenger to these fast-fashion and low-cost e-commerce giants. The company’s scale, logistics infrastructure, and trusted brand could help it secure a meaningful foothold in markets where consumers are increasingly looking for affordable alternatives without sacrificing delivery reliability or service quality.
As Amazon pushes Bazaar into new territories, regulators and competitors alike will be watching closely. The expansion raises questions not only about pricing strategies and market dominance, but also about how Amazon’s entry could reshape the global e-commerce landscape, particularly in emerging markets where competition is rapidly intensifying.