Amazon has launched a new outlet called Haul which caps the price of products on sale at $20 (£15.79), aiming to compete with discount retailers Temu and Shein.
The online shopping giant on Wednesday unveiled Haul as a mobile-only experience available in its Shopping app for U.S. customers.
It says shoppers can expect “incredibly low prices” on Haul products that are “worth the wait” of up to two weeks for delivery.
It marks the platform's long-awaited foray into selling cheaper products with longer shipping times – a business model that has spurred the rise of Chinese-owned e-commerce apps.
Bloomberg journalist Amanda Mull told the BBC in July that positioning itself as a competitor to Temu would be a short-term priority for Amazon.
She said Amazon had “created the spending habits” of Western consumers by acting as a trusted intermediary between them and manufacturers.
But ditching its fast delivery and returns options to echo the practices of Temu and Shein's increasingly popular apps would allow them to follow in their footsteps by cutting prices, she said.
Amazon said most products on Haul would cost less than $10 (£7.90).
He cited examples such as a set of three razors and an “elegant necklace, bracelet and earring set” available for just under three dollars each in a press release about the launch.
Free shipping will also be available on orders of $25 or more with delivery in one to two weeks.
But the mass production of cheap products has been criticized due to concerns about the impact of their transportation and disposal on the environment.
“Finding great products at ultra-low prices is important to customers, and we continue to explore ways to work with our retail partners so they can offer products at ultra-low prices,” said Dharmesh Mehta, Vice President of Amazon Worldwide Business Partners. services.
The company says Haul's “beta” shopping experience will see all products sold backed by its product warranties to ensure their safety.
Mr Mehta said his new business area was still in the “early days” and customer feedback would be listened to in order to “refine and expand it in the coming weeks and months”.
The BBC asked Amazon if and when the service would launch in the UK.
