What: Amazon expands its ultra-low-price Haul platform to the German market, challenging Temu's dominance with items priced below EUR 20 and free shipping on orders over EUR 25.

Why it is important: This strategic move reflects the evolving e-commerce landscape where established Western platforms are adapting their business models to compete with Asian rivals, while navigating increasingly complex regulatory environments.

Amazon's launch of its Haul platform in Germany marks a strategic evolution in the company's approach to budget-conscious consumers. The new section, integrated into Amazon's existing infrastructure, offers fashion, homeware, and lifestyle products at notably low prices, with most items priced under EUR 10. The platform's direct shipping model from Chinese logistics centres represents a significant departure from Amazon's traditional fast-delivery approach, demonstrating its willingness to adapt to changing market dynamics. CEO Rocco Bräuniger's emphasis on meeting German customers' demand for low-priced products underscores the platform's response to growing competition from Asian retailers. The initiative includes attractive incentives such as five percent discounts on purchases over EUR 50 and ten percent for orders exceeding EUR 75, whilst maintaining Amazon's commitment to product safety and compliance with regulations. This expansion follows successful implementations in the US and UK markets, reflecting a broader strategic shift in global e-commerce.

IADS Notes: Recent developments in e-commerce have significantly shaped Amazon's strategy. In February 2025, the EU introduced comprehensive reforms establishing platform liability for unsafe products, while implementing new fees for low-value parcels in May 2025. These regulatory changes have created opportunities for established players like Amazon, whose infrastructure and compliance capabilities provide advantages over pure-play discount platforms. The timing of Haul's German launch is particularly significant, as it coincides with declining growth rates for Asian competitors, predicted by Forrester in October 2024, and follows successful expansions in other markets since November 2024.

Amazon launches bargain portal Haul in Germany