Amazon.com, Inc. has launched a new online storefront called “Haul,” designed to offer consumers products priced under $10 (with many items even less) and free delivery above a threshold.
The company also kicked off an early Black Friday‑style sale featuring ultra‑low‑price items.
According to Amazon’s announcement, the Haul portal features over one million items under $10; its launch event included items priced as low as $1 and hidden “treasures” at $0.11. Free delivery is offered on orders meeting specified minimums.
This move is significant in the retail ecosystem for several reasons: (1) it reflects Amazon’s push into value‑driven assortment to capture budget‑conscious shoppers and compete with ultra‑low‑cost entrants; (2) it leverages Amazon’s logistics and fulfilment scale to enable low‑price models; (3) it complements its omnichannel strategy by channeling volume and reach via a dedicated branded storefront.
From a supplier and vendor perspective, the Haul program may open a new low‑cost channel for manufacturers seeking access to Amazon’s massive shopper base. It also places pressure on other omnichannel retailers to refine value‑oriented offer streams and logistics cost models.
However, the ultra‑low‑price model raises questions around margin, inventory turn, and fulfilment cost sustainability—particularly as labour and transportation costs remain elevated. For the broader Bentonville supply‑chain community, Amazon’s move demonstrates how scale and logistics innovation continue to shift pricing and service expectations across retail.
