Amazon is already changing its ultra-cheap Temu copycat

As Donald Trump’s sweeping tariffs are set to take effect, Amazon is tweaking some of how it does business — specifically how it operates Amazon Haul, the company’s version of bargain bin Chinese sites like Temu and Shein.

The Information reported Tuesday that Amazon Haul offerings will now include products from well-known brands like Adidas, Levi’s, and Gap that are shipped from Amazon’s inventory held in warehouses in the US. This is pretty much the opposite of what Haul initially promised: very (very) cheap unbranded products coming directly from manufacturers in China. In exchange for waiting a week or two for packages to come from China, Amazon Haul shoppers got to load up their digital shopping carts with clothing, accessories, home goods, and more that were all priced under $20.

That baseline has gone out the window: scrolling through Haul, a new “Brand Faves” section features products from companies that American shoppers are more familiar with, like Under Armour, The Children’s Place, and Vera Bradley. The under $20 hook also seems irrelevant now: in a few seconds of browsing I found makeup pouches for $20.99, leggings for $27.20, and dresses for $34.82. Some of those products are the same price on Haul and they are on classic Amazon, which raises the question of why a shopper would buy it on Haul to begin with. Amazon didn’t immediately respond to a request for comment.

The change to how Haul operates is likely connected to tariffs imposed by Trump, which will tax all imports coming into the US. But as I’ve written previously, services like Haul are uniquely vulnerable because their super low prices are dependent on optimal trade policies that most shoppers never think of. Specifically, Haul (as well as Shein, Temu, AliExpress and drop shipping operations) relied on a carve out that allows packages valued under $800 to enter the US duty free. The so-called de minimis rule has been widely used — 1.4 billion packages claimed it in 2024 — but now Trump plans to kill the exemption beginning May 2nd. That puts Amazon Haul shoppers on the hook for duties they otherwise would be exempt from.

Amazon’s move towards stocking its Haul section with inventory already in the US avoids these new tariffs — at least temporarily. To be clear, it appears the majority of the products listed on Haul are still of the Temu variety, but beginning next month, shoppers will be responsible for tariffs if Trump’s plan proceeds as he’s threatened it will. But by fulfilling Haul orders using stock that’s already in US warehouses, Amazon is buying itself a little bit of time. But in just a few weeks, shoppers’ “hauls” of cheap things will likely be less affordable.