Amazon is gearing up with a new move: Amazon Haul. No, not another influencer trend — this is Amazon’s new discount section, baked right into the shopping app. After launching in the US, UK and Germany, it looks like the Netherlands is next. Eva Faict, Amazon’s Country Manager for the Benelux, confirmed this week they’re actively exploring if and how Haul will roll out here.
For e-commerce entrepreneurs, this isn’t just another headline. It signals a wave of extra competition, razor-sharp prices, and possibly a shift in what your customers expect. Let’s break it down.
So what exactly is Amazon Haul?
Amazon Haul is a dedicated section within the Amazon app where customers can grab ultra-low-priced products. Think fashion, home, and gadget items — all under €20, often under €10, and sometimes even as low as €1. In Germany, Haul is currently in beta and rolling out to all users.
What do customers get?
Bargain-basement prices
Free shipping from €25
Extra discounts on larger orders (5% off from €50, 10% off from €75)
Delivery within two weeks
A Haul-only experience inside the app, with familiar Amazon reviews and ratings
Most items come from Chinese sellers that Amazon has invited directly. Officially, Amazon acts as the seller, but shipments often go straight from factory to front door via third-party logistics.
Why now?
The timing isn’t random. Platforms like Temu and Shein are exploding globally with low prices, fast shipping, and aggressive marketing. Amazon’s response? Jumping into the discount arena itself — with Haul.
Plus, European import rules work in their favour. Orders under €150 are exempt from import duties, making it much easier for Chinese sellers to ship cheap products without needing a local presence. For now, that exemption is still in play — and Haul rides right on top of it.
What does this mean for Dutch sellers?
Let’s be honest: this adds serious pressure, especially if you’re selling in the low-price range. Competing on price just got even tougher.
But — and this part matters — Amazon doesn’t just bring competition. It also opens up opportunity. Last year, Dutch entrepreneurs sold about €1.1 billion worth of goods abroad via Amazon. That’s 75 products per minute.
If you’re smart about it, you can still win. Whether that’s by riding the traffic wave, adjusting your offer, or doubling down on a more premium position — the key is to adapt.
Conclusion
Amazon Haul isn’t just a fun new feature. It’s a calculated move that could turn up the heat for e-commerce sellers across Europe. A playground for deal-hunters, sure. But also a pressure test for your strategy.
Don’t panic. But do prepare. Check your margins. Understand your customer base. Use your data to make sharper choices.
