Nathan One
Amazon Haul
August 1, 2023
Amazon Haul has entered the fray.
A budget e-commerce platform competing with Temu and Shein by offering low-cost goods direct from China. It’s Amazon’s bid to capture the price-sensitive shopper. But can this haul haul in lasting success?
ANALYSIS
User-Centric Design: Haul targets bargain hunters with cheap, trendy items delivered fast. It leverages Amazon’s logistics, but clashes with their North Star: speed above all. Temu proves price can sometimes outweigh pace.
Market Fit: Budget e-commerce is red-hot, and Amazon’s brand could dominate—if it nails the execution.
Entry Point: Amazon’s delivery edge is huge, but Haul misses Temu’s gamification—a key hook for engagement. Without that playful pull, it’s just another discount shelf.
Technological Feasibility: Amazon’s supply chain is unmatched; this is about strategy, not capability.
Behavioral Science: Shoppers love deals, but Temu’s game-like rewards (spins, discounts) keep them coming back. Haul needs a similar behavioral driver.
Economic Viability: Low margins, high volume—it works if retention holds up.
Innovation Driver: This is transaction-driven, a revenue grab rather than a shopping revolution.
Additional Thoughts
I question why Haul isn’t a separate app. Amazon’s core is speed and selection; grafting a bargain play onto it feels off-brand. A dedicated app—gamified, distinct, playful—could’ve carved a unique niche without muddying the main platform. Temu’s edge isn’t just price; it’s the addictive experience. Haul’s lack of that spark makes it reactive, not disruptive.
Prediction
Haul will snag some market share with Amazon’s trust and logistics, but Temu’s gamification and pricing will keep it ahead. It’s a tactical countermove, not a visionary leap.
Conclusion
Amazon’s playing defense here, not offense. Haul competes but doesn’t elevate—disruption demands more than a me-too offering.
