Amazon Haul Is an Omen
No surprise, I thought, as I disposed of the 12-volt charging adapter I had purchased for my car. I’d bought the thing on Temu, the Chinese low-cost-shopping app, as part of a larger haul of random other stuff that the app had marketed to me: chargers to plug into my adapter and car-seat gap-filler crumb-catchers to flank them.
The charger cost $2.43 and took weeks to arrive. Because it came from China, I knew I had no hope of returning it, but $2.43 is less than a Diet Coke these days, so who cares? It turned out I cared, because I wanted to use the gadget to charge things. So I felt disappointment, though not affront, when the gizmo’s plastic pins broke loose mere days after arrival, making the device unusable. I should have just bought a Diet Coke instead.
This week, Amazon announced a new store, Amazon Haul, that hopes to compete with Temu, Shein, and other purveyors of such items. When I opened Haul, which is available only on Amazon’s mobile app, it presented me with an array of “unbelievable finds” at “crazy low prices”: a $3.99 table runner; a pair of blue-and-white zebra-printed women’s swim bottoms for $5.99; a barrage of smartphone cases as low as $2.99; a $2.99 set of foundation brushes; a $2.99 silicone sink strainer; two dozen cork-bottomed chair-leg floor protectors for $6.99.
Temu and Shein have been popular for a long time. But Amazon’s entry into this market officially makes it mainstream. The result isn’t just “low cost” shopping, but a different kind of shopping. Now people buy low-quality goods that they don’t necessarily expect to use, and knowing full well that they’re maybe worthless, for the experience of having bought them.
Of course, people have always shopped just to shop: to hang out at the mall, to experience the relief of retail therapy, to adopt the identity of a label or a style, to pass the time between events. But the internet changed shopping. First, e-commerce made it more standardized and efficient. Instead of fingering through the garments on a rack or rummaging through a discount bin, shoppers clicked product images set against stark white backgrounds. They searched for keywords, which assumed that shopping was driven by need rather than desire. Shopping became more rational, more structured.
[Read: Will Americans ever get sick of cheap junk?]
It consolidated, too. Amazon.com became a so-called everything store, and others, including Walmart.com, followed suit. They offered consumers, well, everything; people no longer needed to visit specialized websites. Then online sellers deployed algorithmic recommendations to steer shoppers toward goods that might benefit the sellers or that might lead buyers to buy more. Slowly, over years, online shopping became disorienting. When I recently searched Amazon for a 16x16 gold picture mat, I was shown a family of products, none of which was a 16x16 gold picture mat. The one I finally bought took forever to arrive—it was not eligible for Prime shipping—and was damaged in transit. I wish I’d made different choices, but which ones? I couldn’t find this product in a local store, and I wasn’t willing to pay for a custom-made one from a specialty shop. This experience is now commonplace. I buy things online that I fully expect to be unfit for purpose, necessitating their return (which has become its own kind of hell). Now shopping neither satisfies a need nor sates a desire. It burns up time and moves money around.
Haul is the perfect name for a habit that contributes to this feeling. On early YouTube, circa the mid-aughts, beauty vloggers seeking topics for vlogging started sharing the goods they had recently purchased, online or in person. They produced what became known as “haul videos.” Eventually, as vloggers gave way to influencers on YouTube, Instagram, and elsewhere, direct sponsorships, feed advertisements, and other incentives drove haul or haul-adjacent content: People would make money for posting it.
Shein started recruiting these influencers to promote its service in the West. The products it sold were so cheap, it didn’t really matter if they were any good. One decent fast-fashion top or accessory out of a $20 haul was still cheaper than Abercrombie or American Eagle. Soon enough, you couldn’t even go to those stores anyway, because of pandemic lockdowns; by 2022, Shein accounted for half of fast-fashion sales in the United States. Shopping became a kind of gambling: Roll the dice and hope that you come out a winner, whatever that would mean.
[Read: Amazon returns have gone to hell]
Showing off has always been a part of shopping, but hauls set use aside entirely, replacing it with exhibition. For the YouTuber or Instagram influencer, it wasn’t important if the clothing or skin-care products were useful or even used, just that they afforded the content creator an opportunity to create content—and, potentially, to get paid by sponsors to do so. Not everyone is an influencer, but lots of people wished to be, and dressing for the job you wanted started to entail hauling as a way of life. Shein, Temu, and now Amazon Haul encourage bulk purchases to justify low costs and minimize freight, while slipping in under the $800 threshold of U.S. import tax. These shops made the haul a basic unit of commerce.
At the same time, Chinese sellers—including some that appear to sell the very same goods found on Shein, Temu, Alibaba, and more—began to dominate Amazon’s third-party-seller platform, known as Marketplace. By 2023, Amazon acknowledged that nearly half of the top 100,000 Marketplace sellers were based in China. If you’ve ever searched for goods and been presented with weird, nonsense-name brands like RECUTMS (it’s “Record Your Times,” not the other thing), these are likely China-based Marketplace sellers. For some time now, cheap products of questionable quality and dubious fitness for purpose have dominated Amazon search results—especially because those sellers can also pay for sponsored ads on Amazon to hawk their wares.
Amazon Haul closes the gap between normal e-commerce and the haul retail that social-media influencers popularized. Now ordinary people can get maybe-useful, maybe-garbage goods purchased for little money in bulk.
Great to have the choice, perhaps. But likely also irritating, because the phone case, table runner, or makeup brush you might purchase that way are probably garbage. Nobody is hiding this fact—thus Amazon’s carefully chosen language of “unbelievable finds” and “crazy low prices,” and not “high-quality goods.” And consumers are now ready to expect crap anyway, having spent years buying random wares from Instagram ads, TikTok shops, Shein, or the discount manufacturers that dominate Amazon itself. When I open a box that arrives at my door, I don’t really expect delight anymore. Instead, I hope that what’s inside might surprise me by bearing any value at all.
Haul might sound like the latest curiosity of concern only to the very online, but it could be an omen. Over time, Amazon has devolved from an everything store that sold stuff I liked and wanted into a venue for bad things that don’t meet my needs. Haul is just one way to shop, not the only way. But that was also true of Marketplace, which slowly took over Amazon’s listings. For now, you can still buy what you want or think you do. But eventually, hauls could take over entirely, and all shopping could become a novelty-store, mystery-grab-bag experience.