AMZ123 Cross-border NewsletterAMZ123 has learned that market research firm Marketplace Pulse released a special report on Amazon Haul, disclosing operational data of this low-price channel over a year since its launch, offering a new channel reference for cross-border merchants targeting the U.S. market.
The report shows that the number of sellers on Amazon Haul’s U.S. site has exceeded 3,287, with an annual GMV of approximately $2 billion. Among them, 97.5% of registered sellers are based in mainland China and Hong Kong, China, highlighting the significant role of China's supply chain in this low-price marketplace. During Prime Day, over one million products were listed on Amazon Haul, with beauty items priced under $5, home storage products under $8, and fashion categories seeing discounts of up to 70%, driving sales growth of low-cost goods.
Although some sellers remain on the sidelines due to limited profit margins, Amazon continues to increase investment in the Haul business. Currently, the operation has expanded to more than 25 countries and regions, and Amazon’s Q4 fiscal 2025 financial report listed it as a core growth business rather than a short-term experiment. Industry analysts believe Amazon aims to segment users through Haul: channeling price-sensitive consumers into the Haul value zone while retaining Prime users who prioritize delivery speed and product quality, thereby meeting different consumption needs through differentiated channels.
Industry insiders analyze that Haul relies on direct shipping from China and is more suitable for factory-type sellers and white-label budget sellers with supply chain advantages to achieve large-scale sales. Cross-border merchants can focus on essential categories such as beauty, home goods, and affordable apparel, optimizing packaging and reducing overall costs to align with the low-price strategy. At the same time, by combining Amazon’s main site with the Haul dual-channel operation model, they can precisely target different consumer segments to capture growth opportunities in the value market.
Seller Home Commentary
Amazon Haul’s $2 billion GMV validates the growth potential of the low-price channel, and cross-border sellers should pay close attention to this battlefield where 97.5% of sellers are Chinese. Core action points: quickly join and seize the traffic bonus of Prime Day’s millions of products, leveraging supply chain cost advantages to rapidly distribute goods.
Source: AMZ123
Original link: https://www.amz123.com/kx/Q1AeEoXZ
