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Amazon Rolls Out Haul Budget Tab in France to Challenge Shein and Temu

The move targets price-sensitive shoppers drawn to ultra-low-cost rivals.

Overview

  • The new in-site section is in beta for French customers and lists thousands of everyday items, most priced under €10 and none above €20.
  • Products are largely sourced from Asia and shipped from distribution centers outside the EU, with delivery typically up to two weeks and subject to customs.
  • Amazon positions Haul as a discovery hub that highlights viral and trending products to encourage low-price impulse purchases.
  • France joins the United States, the United Kingdom, Germany, Australia, Mexico and Saudi Arabia, where Haul is already available.
  • Amazon says all Haul items undergo its standard verification for regulatory compliance and reports “very convincing” early U.S. results, while experts warn of quality, counterfeit, brand and sustainability risks.