Have you spotted it yet? Amazon has quietly launched Haul in the UK — a new section of its shopping app packed with ultra-low-cost home, lifestyle, and fashion items. Thousands of products under £20, many closer to £1 than £10. It’s slick, app-native, and clearly designed to catch the eye of value-driven shoppers.

What does it mean for the rest of us, from boutique brands and independents to high street chains and established buyers? When the market moves, everyone feels it.

 

So, what exactly is Amazon Haul?

• Ultra-affordable: Homewares, fashion, lifestyle, and selected tech items for £20 or less. Most sit under £10.

• App-based: Lives inside the Amazon Shopping app with its own search, basket, and checkout experience.

• Shipping: Free for orders over £15, or a £2.99 delivery fee for smaller spends. Delivery can take up to two weeks, as many products are shipped directly from China.

• Returns: Free within 15 days, provided items are unused.

• Discounts: 5% off orders over £50, and 10% off over £75.

 

Why does it matter?

1. Pricing pressure just got real

Haul ramps up competition on price in a way that’s hard to ignore. With the ongoing cost-of-living crisis, UK shoppers are on the hunt for bargains. Amazon’s UK sales grew 12.7 percent last year to €36.7 billion, and Haul is clearly engineered to keep that growth going. For any retailer selling homewares, decorative accessories, or smaller furniture items, the bar has been lowered — dramatically.

2. Delivery is slow, but the offer is tempting

Haul won’t compete with Prime on speed, but free delivery over £15 and an easy app experience make it very appealing for impulse buys. It’s a reminder that convenience now comes in many forms. Still, there’s room for others to shine — whether that’s through faster local delivery, a more human connection, or the kind of in-store experience that can’t be replicated on a screen.

3. Generic vs. curated

Much of what’s on offer is mass-produced and anonymous. That creates space for retailers of all sizes to push their edge. Whether it’s locally made, ethically sourced, design-led, or built to last — product story and quality matter. Especially in home and gift, where emotional connection drives sales.

4. Experience is still a differentiator

Retailers who focus on service, knowledge, and atmosphere still hold powerful cards. Whether you're running a single shop, managing a group of stores, or curating collections for an online platform, you know your customer. Amazon offers scale, not soul. There’s still plenty of room to surprise, delight, and retain loyal shoppers through your own voice and values.

 

What can retailers do now?

Emphasise quality and meaning
Be loud about what makes your products stand out — sustainability, craftsmanship, British design, or provenance. That kind of detail resonates with today’s conscious consumers.

Make your space work harder
If you’ve got a physical space, use it. Host workshops, offer demos, or create social content that gives customers a reason to engage. If you're online, think about how you bring that story to life through video, reviews, or community.

Strengthen your digital game
Whether you’re selling via your own site, marketplaces, or social, it’s never been more important to show up online with clarity and purpose. Click-and-collect, local delivery, and easy customer service all count.

Communicate your value — not just your price
Price matters, of course. But value also means longevity, support, uniqueness, and trust. Make sure your customers understand what they’re really getting when they shop with you.

Lean into your community
Whether it's collaborating with local makers, supporting schools, or launching loyalty perks, building real relationships will keep your customers coming back. Amazon doesn’t know their names — you do.

Amazon Haul is shifting the way value shows up in home and gift retail. But it’s not a signal to copy, it’s a reminder to focus on what truly sets you apart.

From meaningful sourcing to standout service, there are ways to stay relevant that don’t rely on price. What Amazon’s Haul means for UK retail is simple: clarity, not compromise. Know your strengths, lead with them, and show customers the kind of value that lasts.