Amazon Haul Buyer Count Jumps Nearly 350% as Holiday Deal Week Opens
What happened: Amazon kicked off a six-day "early Haul-iday" promotion on November 9, running $1 flash deals through November 14 and limiting an extra $0.11 deal tier to November 10 and 11. Alongside the launch, Amazon's North America Seller Business VP David Forsythe said the number of customers buying through Amazon Haul - the app's under-$10 discount storefront - has grown nearly 350% year over year, with Amazon citing coverage from PYMNTS and PPC Land, which both reported the selection on Haul has expanded more than 25x to over 10 million products.
What is Amazon Haul?
Haul is the ultra-low-price storefront built into the Amazon Shopping app, mostly stocked with items under $10, free shipping kicking in at $25 and extra discounts at $50 and $75. It competes directly with Temu and Shein on price point and delivery speed rather than on brand assortment. The November deal week is explicitly framed as "the first in a series of deal moments running through November and December" - so this isn't a one-off promo, it's Amazon testing whether Haul can hold a slice of the holiday shopping calendar that used to belong entirely to core Amazon and Walmart listings.
Why this matters beyond one promo
Neither source article disclosed a baseline or exact measurement window for Amazon's growth figures, which is typical for Amazon's own PR framing - but the direction is consistent across both independent write-ups, and it describes a channel that went from a side experiment to a real volume source in about a year. For brand sellers, the practical question isn't whether Haul is real; it's whether a brand's products belong there at all, and if so, how that listing gets managed without quietly cannibalizing full-price Buy Box sales elsewhere on Amazon.
What this means for brands
- Margin math changes fast at sub-$10 price points. A product that clears $3-4 in margin at full price can go negative once Haul-tier fulfillment fees and the deeper discount stack are applied - this needs a real unit-economics check before opting in, not a guess.
- Catalog segmentation gets harder to track by hand. Brands that run both a full-price Amazon storefront and a Haul-eligible SKU set now have two price ladders and two demand signals to reconcile, and a holiday deal calendar that changes week to week.
- Inventory exposure spikes during named deal windows. A 25x catalog expansion plus a named $0.11 deal tier means sell-through on Haul-eligible ASINs can move in hours, not days - brands without a way to watch stock levels in near-real time risk a stockout exactly when the channel is getting attention.
- This is a seasonal pattern, not a single event. Amazon already called this "the first" of several deal moments through December, so whatever a brand decides about Haul this week will need to hold up again at Black Friday and Cyber Monday.
Most brands we work with don't need a new full platform to handle this - they need a way for the ops team to see Haul-eligible stock and pricing on the floor, in the warehouse, between other tasks, rather than tied to a desktop dashboard back in the office. That's a narrow, well-scoped case for an Android app built for warehouse and ops teams rather than another browser tab nobody checks during a deal spike - pull SP-API stock levels for the flagged SKUs, push a threshold alert, and let whoever is already walking the floor act on it immediately.
How to decide if Haul is worth it this season
- Run the margin math per SKU first. Model the Haul price tier against current fulfillment fees before opting any ASIN in - don't extrapolate from a single best-seller.
- Pick a narrow test set. Start with slow-moving or close-out inventory rather than your best-selling SKUs, so a cannibalization problem shows up small if it happens at all.
- Watch sell-through daily during named deal windows. The $0.11 and $1 tiers move fast; a weekly check-in isn't frequent enough during a six-day promo.
- Decide before Black Friday, not during it. Amazon has already signaled more deal moments are coming through December - treat this week as the dry run, not the main event.
For the broader build-vs-buy question behind warehouse and ops tooling, see our breakdown of warehouse mobile apps for marketplace brands, and for the data layer that makes near-real-time stock checks possible, see our guide to integrating your ERP with the Seller Central API.
