Amazon Haul

Haul (launched November 2024) is a distinct shopping experience: everything under ~$20, most items far less, shipping measured in one-to-two weeks, browsed through its own storefront section. Supply runs through a dedicated program — heavily China-direct — with its own economics (lower fees, factory-direct pricing expectations) separate from standard FBA selling.

For standard-catalog brands it is mostly context, not channel: Haul absorbs the extreme price-seeker segment that was never your buyer, while its existence pressures the value story of anything commodity-shaped. For factory-direct operations, the program is a real lane — with real margin math that resembles Temu economics more than FBA economics.