Amazon Expands ‘Bazaar’ to 14 Nations, Challenging Shein and Temu
Amazon expands its budget e-commerce platform, Amazon Bazaar, into 14 new countries, challenging Chinese rivals Shein and Temu with ultra-low-cost goods and a global logistics edge.
A New Front in the Global Discount Battle
Amazon is making a bold play for price-conscious shoppers worldwide. On Friday, the company announced a major expansion of its low-cost shopping service, Amazon Bazaar known as Haul in the United States into 14 new international markets, intensifying its competition with Chinese fast-fashion and discount powerhouses Shein and Temu, owned by PDD Holdings.
The move underscores Amazon’s growing ambition to dominate the rapidly expanding market for ultra-cheap goods, a category increasingly popular among consumers facing economic uncertainty and rising living costs.
Riding the Wave of Value Shopping
Once confined to mainstream retail categories, Amazon is now doubling down on budget-friendly e-commerce, a space where rivals from China have gained enormous traction.
The new expansion comes at a time when U.S. import tariffs, reinstated under former President Donald Trump, have curbed consumer confidence particularly among low-income households seeking cheaper deals online. In this environment, Amazon’s strategy to offer stylish, low-cost alternatives is both timely and strategic.
The company’s Bazaar platform, launched last year in Mexico, functions as a standalone app offering items priced primarily under $10, with some products as low as $2. The lineup spans home goods, accessories, fashion, and more mirroring the appeal of Temu and Shein’s treasure-hunt-style shopping experiences.
Amazon’s Budget Empire Goes Global
Amazon confirmed that its Bazaar service is now available in new markets such as Hong Kong, the Philippines, Nigeria, and Taiwan, adding to its existing presence in Saudi Arabia and the United Arab Emirates.
The company said these new regions will enjoy direct shipping from Amazon’s global fulfillment centers, ensuring fast and reliable delivery through its established network of logistics partners.
In the U.S., the platform operates under the name Amazon Haul, an in-app budget shopping section introduced in 2024, which has since expanded to major markets like Britain, Germany, France, Italy, Spain, Japan, and Australia.
By integrating affordability with its trusted delivery system, Amazon aims to build loyalty among younger, price-sensitive shoppers the same demographic fueling the meteoric rise of Temu and Shein.
A Long Game for Profitability
Industry analysts view the expansion as a calculated but aggressive step in Amazon’s global strategy.
“Amazon typically enters a market only when it believes it can scale and deliver both customer satisfaction and profitability,”
said Gil Luria, an analyst at D.A. Davidson & Co.
Luria noted that while Amazon often requires several years to establish profitability in new regions, its vast infrastructure and global brand recognition give it a unique advantage. The company reported $40.9 billion in international revenue for the third quarter of 2024, up 10% year-over-year when adjusted for currency fluctuations.
“If Amazon can refine this low-cost model successfully,” Luria added, “it could extend beyond its current 23 markets and reach nearly every major consumer economy in the world.”
Facing Off Against Shein and Temu
Amazon’s expansion comes as Shein and Temu escalate their global offensives. Shein now ships to over 160 countries, from the United States and Brazil to Ireland and southern China. Temu, meanwhile, has extended its reach to at least 70 countries, leveraging social media marketing and influencer partnerships to drive viral growth.
However, both Chinese rivals have encountered setbacks in the U.S. after the Trump administration’s crackdown on the de minimis rule a trade exemption that previously allowed small packages valued under $800 to enter the country duty-free.
By contrast, Amazon’s established global logistics network and compliance infrastructure may give it a more sustainable edge in navigating these regulatory headwinds.
Impact & Implications: Amazon’s New Global Bet
The Amazon Bazaar expansion is more than a push for cheap fashion and home goods it represents a strategic evolution of Amazon’s global retail model.
With many emerging markets witnessing surging mobile shopping adoption, Amazon’s affordable-first approach could unlock millions of new customers while helping the company hedge against saturation in mature Western markets.
Furthermore, by promoting cross-border e-commerce through its fulfillment network, Amazon positions itself not merely as a retailer but as a gateway for global trade in microtransactions where each $5 sale contributes to a massive cumulative volume.
A Global Price War Heats Up
As economic uncertainty continues to shape consumer behavior, Amazon’s foray into ultra-low-cost shopping could redefine what affordability means in global e-commerce.
If successful, Amazon Bazaar might not just be a response to Shein and Temu — it could become the blueprint for how the world’s largest online retailer wins over the next generation of digital bargain hunters.
(Disclaimer: This article is based on verified reports and corporate statements. All company names and data reflect the most recent publicly available information as of publication.)