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Amazon has officially launched Amazon Haul in Spain, a budget-focused storefront designed to take on the rising dominance of low-cost Asian platforms such as AliExpress, Temu, and Shein in Europe’s competitive ecommerce market.
The service, which already debuted earlier this year in the United Kingdom and Germany, operates as a standalone store within Amazon’s ecosystem. Featuring its own search engine, shopping cart, and payment options, Haul is accessible both via the Amazon app and website.
Ultra-Low Prices, Same Amazon Standards
Amazon Haul specializes in products priced under €20, with many items available for less than €10 and some starting at just €1. The storefront spans categories including fashion, home, and lifestyle, catering to price-sensitive shoppers increasingly drawn to bargain marketplaces.
Despite its discount focus, Amazon emphasizes that Haul products undergo the same quality checks and ratings process as items on its main platform, maintaining the brand’s emphasis on safety and trust.
Strategic Counter to Chinese Platforms
Spain marks Amazon’s latest battleground against Chinese fast-fashion and ultra-low-cost competitors, which have seen rapid adoption in the region. Platforms like Temu and Shein have gained traction among Spanish consumers seeking cheap alternatives, forcing Amazon to respond with a dedicated offering.
“At Amazon, we innovate every day to respond to what customers want and need; and we know that finding great products at very low prices is important to our customers in Spain,” said Ruth Díaz, General Manager at Amazon Spain. “We are delighted to be able to offer even more savings options through Amazon Haul, without sacrificing the trust, security, and customer service that Amazon offers.”
What’s Next
With Spain now added to its expansion, Amazon Haul is steadily building its presence across Europe, signalling the ecommerce giant’s intent to capture budget-conscious shoppers without ceding ground to emerging Asian rivals.
