Four in ten active Amazon sellers are now on Amazon Haul. Most of them never sig
By Marketplace Pulse · November 13, 2026 · Curated by George's Blog
Four in ten active Amazon sellers are now on Amazon Haul. Most of them never signed up.
Haul launched two years ago as Amazon’s answer to Temu: a separate store, “Generic” brands only, shipped from a warehouse in Dongguan, invitation-only for sellers, and hidden from regular search.
This week Amazon put Haul products into its main search results. That was the last wall standing. Our data shows the rest had already come down.
Marketplace Pulse counts nearly 184,000 sellers with Haul listings, about 40% of active sellers on Amazon.com. In March we counted 3,287. The difference is a program Amazon calls Haul Distributed Fulfillment: it cross-lists “select” products already in FBA into Haul, at the same fees, with Amazon funding the promotions. Sellers can’t remove individual products, only opt the whole account out.
The result is a Haul that looks less like Temu and more like a price band inside Amazon:
→ 80% of Haul sellers are China-based, down from nearly all at launch, but still well above the 56% outside Haul
→ Nearly half of all active Chinese sellers on Amazon.com are now in Haul, against 22% of U.S. sellers
→ Price is the one rule that held: median $9.98.
Amazon says Haul’s selection grew 25x to 10 million products. Much of that is existing listings appearing in a second store.
Full analysis: https://lnkd.in/eTQRBksG