By Peter.
Amazon is ramping up its assault on ultra-cheap e-commerce rivals like Shein and Temu, launching the standalone Amazon Bazaar app in 14 new international markets on Friday. The move extends the budget-focused service—previously known as Amazon Haul in the U.S.—to regions including Hong Kong, the Philippines, Nigeria, Taiwan, and several others in Latin America and the Middle East. This comes as U.S. President Donald Trump’s sweeping import tariffs squeeze low-income shoppers and force competitors to pivot.
Priced for impulse buys, Bazaar offers hundreds of thousands of items under $10 (some as low as $2) in categories like fashion, home goods, and accessories—mirroring Haul’s model but as a dedicated app for emerging markets. Features include Amazon’s signature customer reviews, star ratings, and compliance checks for safety and regulations.
Strategic Expansion: From Mexico to a Global Footprint
Bazaar debuted in Mexico last year, followed by Saudi Arabia and the United Arab Emirates. Haul, its U.S. counterpart launched in 2024, has since rolled out in-app to the UK, Germany, France, Italy, Spain, Japan, and Australia. The new 14 markets are:
| Region | Markets Added |
|---|---|
| Asia-Pacific | Hong Kong, Philippines, Taiwan |
| Latin America | Peru, Ecuador, Argentina, Costa Rica, Dominican Republic, Jamaica |
| Middle East | Kuwait, Bahrain, Qatar, Oman |
| Africa | Nigeria |
This targets high-growth, price-sensitive regions, where Amazon sees potential for “delightful, profitable” scaling.
Tariff Turbulence: A Boon for Amazon’s Low-Price Play?
Trump’s tariffs—closing the de minimis loophole (duty-free entry for packages under $800)—have hammered Shein and Temu’s U.S. operations, with sales dropping 13–36% in early 2025. Low-income consumers, hit hardest by rising costs (up 12–31% per item), are shifting to domestic alternatives. Amazon’s Q3 international revenue rose 10% to $40.9B (FX-adjusted), but profitability lags in new markets—often taking years.
Analyst Gil Luria (D.A. Davidson) calls it a “key step”: If Bazaar scales low-cost items with Amazon’s service edge (faster shipping, returns), it could blanket “nearly every country.”
Rivals’ Countermoves: Shein and Temu Pivot to Europe, Africa
Shein (160+ countries) and Temu (70+) are fleeing U.S. headwinds for Europe (Temu +63% YoY, Shein +19%) and emerging spots like South Africa (37% e-com fashion share). Despite double-digit global growth, EU regs (e.g., €2 customs fees) and labor probes loom.
| Competitor | Global Reach | 2025 Growth Notes |
|---|---|---|
| Shein | 160+ countries | +42% UK, +19% EU; Brazil/India focus despite labor scrutiny |
| Temu | 70+ countries | +92% France, +63% EU; SE Asia/Brazil warehouses; U.S. ad spend -31% |
What’s Next for Amazon’s Budget Blitz?
Bazaar’s app-first approach—streamlined for mobile-native shoppers—leverages Amazon’s logistics for quicker delivery than rivals’ sea freight. With tariffs inflating competitors’ costs (up to $6.80/shipment), Amazon could capture share in price wars. Analysts eye Q4 earnings for uptake metrics; if it delights on service, global domination follows.
In a tariff-tormented world, Amazon’s Bazaar isn’t just cheap—it’s calculated. Shoppers in new markets: Download now and snag that $2 steal. #AmazonBazaar #EcomWars #TrumpTariffs
