Amazon Haul in Europe by the end of the year?

Amazon could launch Haul in Europe by the end of 2025, according to sources cited by CNBC. If true, this would increase competition with low-cost product apps like Temu and Shein, the leaders in the low-cost e-commerce segment.

Amazon Haul is an in-app store, available only on mobile devices and not on browsers, offering products priced under $20. This model has led many U.S. customers—where Haul has been available for some time—to favor Amazon over competitors, benefiting from the reputation of the Seattle-based company.

No Official Confirmations Yet

This is not the first time there has been speculation about Haul’s potential arrival in Europe. A few months ago, signs of the project’s global expansion emerged in Amazon’s job postings, which were later removed, hinting at the company’s interest in launching Haul in the European market.

So far, no official confirmation has come from Amazon’s headquarters. A spokesperson provided only a general statement, emphasizing that Amazon is

• always looking for new ways to collaborate with its selling partners,
• ready to offer customers worldwide a greater selection, lower prices, and more convenience.

In short, confirmations will likely remain elusive until Amazon decides to officially unveil its plans. Moreover, Haul is still in beta in the U.S., making it likely that before expanding internationally, Jeff Bezos’ company will ensure the business model is sustainable and that monetization strategies are viable for Europe—a region with different and stricter regulations.

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U.S. Trade Policies Loom Over Haul

Another factor to consider is whether the new era of U.S. tariffs will complicate Amazon’s expansion plans. It is unlikely that changes in trade policies will significantly hinder Amazon’s business growth, but it remains a variable to watch.

Haul relies on goods from sellers based in China, a practice that has caught the attention of the Trump administration. A few weeks ago, the president temporarily suspended and then reinstated a rule allowing exporters to ship packages under $800 to the U.S. without tariffs. What will happen in the coming weeks? Will the rule remain unchanged, especially considering its greater impact on Temu and Shein rather than Haul?

>>> Read our article: How to Sell on Amazon USA – A Complete Guide for European Sellers <<<