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Amazon.com, Inc. (Nasdaq: AMZN) shares slipped 0.33% to $185.74 as of writing on Tuesday, after the company announced it is rolling out its Haul shopping service in the UK. The move marks Amazon’s latest effort to fend off rising competition from budget-friendly e-commerce players like Temu and Shein, which have rapidly gained traction with price-conscious shoppers.

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Amazon Inc. (AMZN) 

Haul Targets Budget Shoppers in the UK

Amazon said it is beginning a trial of Haul, a mobile-only shopping platform that debuted in the US last year, for UK customers through its main app. Haul offers thousands of items priced at £20 or less, with most products under £10.

Amazon has said it is rolling out a new shopping service in the UK which caps product prices at £20, as it seeks to take on low-cost rivals such as Temu and Shein

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The service is initially available in beta mode to select users when they update their app, before a wider rollout in the coming weeks. Orders over £15 qualify for free shipping, and customers spending more than £50 receive an extra 5% discount. However, deliveries may take up to two weeks, indicating longer wait times than Amazon Prime’s typical next-day service.

Competing with Shein and Temu’s Growth

Amazon’s UK country manager, John Boumphrey, highlighted that the launch comes as customers look for more savings options during uncertain economic times. “Now more than ever we know our customers are looking to save,” Boumphrey said.

The move reflects Amazon’s strategy to directly counter low-cost Chinese-linked platforms like Shein and Temu, which have been expanding rapidly in both the US and European markets. In the US, Haul stirred controversy when reports surfaced that Amazon might list tariff costs separately on the platform, though the company later clarified it would not do so.

Stock Performance Lags Behind Market

Amazon’s stock has struggled so far in 2025, with a year-to-date return of -15.4%, sharply underperforming the S&P 500’s -4.6% drop. Over the past year, AMZN shares are down 1.6%, while the broader index has gained 8.3%.

Still, longer-term returns show resilience, with the stock rising 61.7% over three years, outpacing the S&P 500’s 36% gain. Its five-year return stands at 57.9%, though still lagging behind the index’s nearly 97% climb.

Earnings Date Approaching

Amazon’s next earnings report is scheduled between July 30 and August 4, 2025. Investors will be watching closely to see if initiatives like Haul can help reignite growth amid increasing global competition.

With pricing pressure intensifying, the success of Haul in the UK could prove critical in determining whether Amazon can maintain its e-commerce dominance in key international markets.

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