Amazon launches new discount store to rival Temu, Shein [Video]

New York –

Amazon is targeting retail rivals Shein, Temu and TikTok Shop with a new deeply discounted storefront that sells a wide array of products for US$20 or less.

Called “Amazon Haul,” the mobile-only experience debuted Wednesday in the Amazon app and has everything from fashion accessories to home goods, plus clothes and electronics.

Haul is Amazon’s response to Chinese marketplaces, which have seen rapid growth in the United States from cost-conscious shoppers looking for cheap products, according to Neil Saunders, managing director for retail at GlobalData.

“The value retail segment has been a major growth area over the past few years, and while the main Amazon site has a good value-for-money reputation, its wide offer means that it is not primarily seen as an everyday low-price destination,” he told CNN.

Amazon said in an announcementthat a “majority” of the Haul items are under US$10, with some even less than US$1. For example, an iPhone case …