Data Report: Amazon Haul + What it Means for Budget E-Commerce

Amazon has long been a leader in e-commerce innovation, and its latest initiative, Amazon Haul, has the potential to reshape the budget commerce landscape. This new mobile-only storefront, launched in beta last month, offers products across categories like fashion, home, electronics and more—all priced at $20 or less. But how does it compare to competitors like Shein, Temu and TikTok Shop?

To better understand consumer sentiment, 1WorldSync conducted a survey among 12,207 online shoppers in the US about Amazon Haul and its competition. The standout finding? 8 in 10 consumers are very or extremely likely to shop on Amazon Haul instead of other budget commerce platforms.

Why Consumers Are Excited About Amazon Haul

Amazon Haul arrives at a time when affordability is critical for many shoppers. Offering low prices on products while leveraging Amazon’s brand trust and ecosystem makes Haul appealing to budget-conscious consumers.

According to the survey, 86% of respondents expressed interest in shopping on Amazon Haul, with Millennials and Gen Z leading the way. These demographics are Amazon’s most frequent shoppers, with 26% of Millennials shopping daily and nearly half shopping weekly on Amazon.

How often consumers currently shop on Amazon:

• Daily: 24%
• Weekly: 48%
• Monthly: 23%
• Quarterly: 4%
• Yearly: 1%
• Never: Less than 1%

Millennials, in particular, view Haul as a natural extension of their existing shopping habits. However, Haul introduces a notable shift: longer delivery times. While Amazon is known for its lightning-fast shipping, Haul’s items will take one to two weeks to arrive. This aligns with the logistics strategies of competitors like Shein and Temu, which also ship products directly from manufacturers overseas. For some shoppers, the trade-off between price and speed may be worth it, but it introduces a competitive challenge Amazon hasn’t faced before in its core business.

Amazon Haul vs. Competitors: Consumer Sentiment

Budget-focused sites like Shein, Temu and TikTok Shop have seen growing success by offering ultra-low prices. However, Amazon Haul’s launch leverages the trust and reliability of the Amazon brand, setting it apart.

Key data points from the survey include:

• Familiarity Gap: Only 16% of respondents were aware of the Amazon Haul launch, but once introduced, interest surged.
• Trust in Amazon: 80% of consumers are very or extremely likely to shop on Amazon Haul instead of Shein, Temu or other budget commerce sites, given their existing knowledge of Amazon.com.

Generational and Gender Insights

• Younger Shoppers: Gen Z and Millennials are more likely to explore budget platforms, with 88% expressing interest in Amazon Haul.
• Older Shoppers: Gen X and Boomers tend to prefer established platforms like Amazon for their shopping needs.
• Gender Differences: Men were slightly more likely than women to indicate they never shop on budget commerce sites (24% vs. 20%), but both genders expressed equal enthusiasm for Amazon Haul once introduced.

Product Content: A Competitive Advantage for Amazon Haul

One of Amazon Haul’s potential advantages may lie in its product content quality, which has long been a hallmark of the Amazon shopping experience. Over 90% of survey respondents rated product content quality as very or extremely important when deciding where to shop.

Why Product Content Matters:

• Detailed Listings: Amazon’s reputation for comprehensive product detail pages—including high-quality images, videos and reviews—creates confidence in shoppers, even at lower price points.
• Generational Trends: Boomers were the most likely to value product content quality (56% rated it extremely important), closely followed by Millennials (53%).
• Gender Trends: Both men and women placed nearly equal importance on content quality.

For Amazon Haul to succeed in the budget commerce space, maintaining the high standard of content Amazon shoppers have come to expect will be critical. Competitors across budget commerce such as Shein and Temu often face criticism for inconsistent product quality and sparse content. Budget sites that prioritize detailed, rich content will have a significant leg up on competitors.

Implications for the Budget Commerce Market

The launch of Amazon Haul represents a pivotal moment for the budget commerce category. While Shein, Temu and TikTok Shop have captured young shoppers with low prices and trendy products, Amazon Haul combines these elements with the reliability and trust of Amazon’s platform.

However, challenges remain. Amazon Haul’s longer shipping times and reliance on international suppliers mirror its competitors’ operations. This may mark a departure from Amazon’s hallmark quick shipping promise, potentially giving its competitors an edge with shoppers who prioritize immediacy.

For competitors, Amazon Haul’s entry signals a need to innovate beyond low prices—whether by improving delivery times, bolstering product content or building brand trust.

About the Report

The insights in this blog are based on the 2024 Amazon Haul Survey, conducted by 1WorldSync. The survey gathered responses from 12,207 consumers across the United States.

Demographics:

• Generations:
  • Gen Z: 11%
  • Millennials: 57%
  • Gen X: 26%
  • Boomers: 6%
• Gender:
  • Female: 88%
  • Male: 10%
  • Non-binary: 2%
• Household Income:
  • Less than $10,000: 4%
  • $10,000-$24,999: 6%
  • $25,000-$49,999: 16%
  • $50,000-$74,999: 20%
  • $75,000-$99,999: 17%
  • $100,000-$149,999: 19%
  • $150,000 or higher: 18%

The survey highlights shifting consumer behaviors and preferences, offering valuable insights for brands navigating the rapidly evolving e-commerce landscape.  Follow 1WorldSync for more in-depth analyses on emerging retail and e-commerce trends.