Amazon Taps More Chinese Sellers to Fuel Haul's Global Expansion
Chinese Sellers Gear Up for Amazon Haul's Next Phase of Expansion
Recently, Amazon has begun issuing a second round of invitations to Chinese sellers for Amazon Haul, its low-cost marketplace targeting price-sensitive shoppers. The move suggests Amazon is preparing to scale the invite-only platform, which launched in beta in November 2024.
Sellers in China viewed the first phase of Amazon Haul as selective and difficult to access. With the latest round of invitations, expectations are rising that Amazon may ease restrictions and onboard a broader group of merchants
Growing Bet on China Sellers
Amazon Haul began quietly in June 2024, starting with a series of private meetings for a select group of Chinese sellers. The company didn't make a public announcement but instead worked behind the scenes, handpicking merchants it believed could compete on cost and speed. By November 13, 2024, the platform officially entered beta testing.
Sellers participating in Haul ship their goods to an Amazon-operated FBA warehouse in Dongguan, China. From there, Amazon handles storage, order fulfillment, and final delivery to customers—streamlining logistics for sellers while maintaining control over the customer experience.
According to Dai Jingfei, Vice President of Amazon China and Head of Asia Pacific, the first cohort of sellers had to meet three key requirements: they needed to be existing Amazon sellers, offer competitive pricing and a strong product mix, and be open to collaborating on process improvements during the early stages of the program.
One turning point came during Black Friday 2024. Amazon permitted Haul listings to share rankings with its main marketplace, a move that redirected some traffic but significantly boosted exposure for participating sellers. While the Haul model offers slimmer profit margins, many sellers reported that the spike in order volume more than made up for it—transforming what might have been a low-margin experiment into a high-volume success story.
Amazon Haul Gears Up for Global Growth
In February, the company quietly posted jobs for two key roles on the Haul team—a Software Development Engineer and a Senior Product Manager—both with a global remit. One listing signaled interest in Mexico, while CNBC later confirmed that Haul's rollout in Europe is slated for late 2025.
Then, on March 2, The Information reported that CEO Andy Jassy had elevated Haul to a top-tier priority. His executive team is now managing Haul with explicit growth targets—using it as a vehicle to reach price-sensitive customers at scale, both in the U.S. and abroad.
That strategy is already showing up in operations. During the Big Spring Sale, Haul offered up to 50% off on budget items priced under $20. Many were under $10, and some as low as $1. U.S. shoppers got free shipping on $25+ orders and instant discounts at checkout.
Behind the scenes, Amazon is optimizing the experience: faster cart tools, infinite scroll, and better product discovery. The result? According to Marketplace Pulse, Haul's best-sellers jumped 55% between November and January.
The message is clear: Haul is no longer a test. It's a roadmap.