Amazon launches discount storefront to compete with Temu, Shein [Video]

WASHINGTON — Amazon has launched a low-cost online storefront featuring electronics, apparel and other products priced at under $20, an effort to compete with discount retailers that have increasingly encroached on the e-commerce giant’s turf.

In a blog post on Wednesday, the company said the new Amazon Haul storefront will mostly feature products that cost less than $10 and offer free delivery on orders over $25. Amazon plans to ship the products to U.S. customers from a warehouse it operates in China, according to documentation the company provided to sellers. Amazon said Haul orders could arrive within one to two weeks.

Many of the available products on the storefront Wednesday resembled the types of items typically found on Shein and Temu, the China-founded e-commerce platforms that have grown in popularity in recent years.

Shein’s core customers are young women enticed …