Amazon times low-cost early holiday sale to compete with Alibaba
Amazon is once again hosting an early holiday promotion on its bargain-priced Amazon Haul online storefront and app that overlaps the Alibaba 11.11 Global Shopping Festival.
Initially launched in 2024, Amazon Haul offers fashion, home, lifestyle, electronics, and other products with what the retailer describes as "ultra-low" prices of mostly $10 and under, with typical delivery times of one to two weeks. Amazon Haul’s selection has expanded to more than 10 million products across categories including fashion, beauty, home, electronics, toys, and holiday decor, and more—with the number of customers making purchases growing by what Amazon says is nearly 350% year over year.
For the second year in a row, Amazon Haul is hosting an early holiday sale. Through Saturday, Nov. 14, the Amazon “Haul-days” promotion will offer $1 flash deals across its assortment. From Nov. 10-11, the retailer will offer exclusive $0.11 flash deals on “hidden treasures” across popular categories.
The $0.11 price point is presumably meant to subtly reference the annual global 11.11 Shopping Festival (also known colloquially as "11.11" or "Singles Day") held every year on and around Nov. 11 by Chinese e-commerce giant Alibaba Group.
Amazon Haul has helped Amazon more effectively compete with budget-priced shopping apps that primarily sell Chinese merchandise, such as Temu and Shein, although the elimination of the de minimis exception in the U.S. has eliminated some of their low-price advantage.
[READ MORE: Amazon takes on Temu & Shein with low-priced storefront]
“We've always focused on offering customers the lowest prices across the widest selection, and Amazon Haul is another way we’re making holiday shopping more affordable,” said David Forsythe, VP of North America seller business, Amazon. “Whether customers are decorating their homes, dressing the family for festivities, hosting a holiday gathering, or filling up stockings, there’s so much to discover on Amazon Haul, with millions of products at ultra-low prices and new deals dropping all season long.”
Amazon follows up successful Prime Big Deal Days
Haul-i-days is the third early sales event of the 2026 holiday season for Amazon. The retailer recently hosted its second annual Holiday Beauty Event, which followed its fourth annual Prime Big Deal Days digital commerce blockbuster. Prime Big Deal Days serves as Amazon’s official holiday sales kickoff (although the summer Prime Day promotion always includes some early holiday deals), and this year.
Based on results of Prime Big Deal Days, Amazon is off to a promising start for the holiday season. Data from both Numerator and Adobe indicates that spending rose in the vicinity of 9% year over year during the promotion, with household spending nearly doubling compared to an average Tuesday and Wednesday.
In addition, only one-in-five surveyed Prime Big Deal Days participants said they performed holiday shopping, suggesting Amazon still has a lot of seasonal demand to fill.
Amazon Haul – a primer
Amazon Haul offers free delivery on orders of $25 or more, 5% off orders over $50 and 10% off orders over $75. Relevant Amazon Haul products now surface within Amazon search results when they’re a match and every customer's Haul feed gets more personalized the more they browse, adapting from the homepage through checkout.
In addition, Amazon Haul’s expanded integration with Amazon Live features more creators and more frequent livestreams, with real-time reviews and the ability to shop directly from the stream. For any item a customer chooses not to keep, Amazon Haul offers free returns on all eligible purchases over $3 within 15 days of delivery, with drop-off at more than 10,000 locations across the U.S., including Amazon Fresh, Whole Foods Market, UPS, Kohl's, and Staples. All items are covered by Amazon’s A-to-z Guarantee covering third-party sales.
