Amazon said on Nov. 9 that Haul, its sub-$10 discount store, now shows up in regular Amazon search results.
Marketplace Pulse counted about 184,000 Amazon sellers with Haul listings on Nov. 12, roughly 40% of active sellers, and says most of them never signed up. For readers of Ecommerce Paradise who run high-ticket stores, the questions are narrow: whether a $10 price band touches your catalog, your margins or your supplier agreements.
My read is that a $2,000 order is safe from a $9.98 bit set. The exposure sits in two places: your Amazon listings if you have them, and the cheap end of your catalog. New to the model? My guide to what high-ticket dropshipping is explains why these stores compete on a different axis than Amazon does.
Amazon can cross-list your products into a $10 price band without asking. A store you own sets its own rules. Build the home base that no marketplace can reprice. Start your own store on Shopify →
Amazon Haul Now Surfaces Inside Regular Amazon Search
Amazon announced the change in a Nov. 9 news post promoting its Haul-iday sale, which runs Nov. 9 through Nov. 14. The post says, in Amazon’s words, “Relevant Amazon Haul products now surface within Amazon search results.” Amazon did not say when the rollout started or how often Haul items appear for a given query, according to EcomCrew.
Amazon’s post gives these figures. Haul’s selection has grown more than 25-fold in two years to over 10 million items. Most items cost under $10, more than a million cost under $5, and over half a million cost under $3. Customer purchases are up almost 350% year over year. The sale includes $1 flash deals all week and $0.11 deals on Nov. 10 and Nov. 11.
Cart terms are generous. Orders of $25 or more ship free, orders over $50 get 5% off and orders over $75 get 10% off. Eligible purchases over $3 can be returned free within 15 days, with drop-off at more than 10,000 U.S. locations. David Forsythe, Amazon’s vice president of North America Seller Business, said in the post, “We’ve always focused on offering customers the lowest prices across the widest selection.”
Treat the growth claims with care. PPC Land noted that Amazon gave no starting customer count, named no comparison period and did not say whether the 350% covers U.S. shoppers only. Amazon’s November 2025 anniversary post cited more than 1 million items under $10 across 25 locations, and PPC Land says the two posts may not measure the same markets.
Marketplace Pulse counts 184,000 Haul sellers
The seller data comes from Marketplace Pulse, published Nov. 12. It counted about 184,000 sellers with Haul listings, roughly 40% of active Amazon.com sellers, defined as those with at least one feedback in the past year. In March 2026 the firm counted 3,287 Haul sellers, but it says the new number includes every seller with a Haul listing however they got there, so the two figures are not directly comparable.
The breakdown is lopsided. Home & Kitchen alone has 66,000 Haul sellers. About 95% of Haul sellers are active, against 13% of all tracked Amazon.com sellers. Marketplace Pulse puts 80% of Haul sellers in China or Hong Kong and 16% in the U.S. Outside Haul, China and Hong Kong make up 56% of active sellers. Nearly half of active China-based sellers have Haul listings, compared with 22% of U.S. sellers. The median price of each seller’s most popular Haul listing is $9.98.
Most of those sellers did not sign up, according to Marketplace Pulse. Amazon cross-listed them. One mechanism is Haul Distributed Fulfillment, which takes select products already stored in Amazon’s own fulfillment centers and lists them in Haul while they stay on sale in the main store. Sellers pay the same fees as on the main store, and Amazon funds the Haul promotions.
Sellers can review the cross-listed offers in Seller Central, but they cannot remove individual products. They can only opt their whole account out of Haul, and that forfeits any discounts Amazon pays for. The direct-from-China route is still invitation-only. As an example of the new mix, Marketplace Pulse points to a DeWalt bit set sold and shipped by Amazon at $9.98 with next-day Prime delivery. The article does not give a current price cap or fee schedule, and notes that the $20 ceiling dates from launch.
The timing matters for holiday planning. Retail Dive reported on Nov. 11 that Amazon’s Black Friday Week and Cyber Monday run Nov. 19 through Nov. 30, and that Amazon says more than 60% of its store sales come from independent sellers.
Haul Began as a Separate $20 Store Excluded From Search
Haul launched in November 2024 as Amazon’s direct-from-China section. PPC Land notes that Bloomberg reported at the time that it was aimed at Temu. At launch, according to Marketplace Pulse, products had to be listed under the brand “Generic,” shipped from an Amazon warehouse in Dongguan, China, carried prices capped at $20 and stayed out of regular search results.
Marketplace Pulse’s March 5, 2026 analysis counted 3,287 U.S. Haul sellers and estimated Haul at about $2 billion a year in gross merchandise value. It put Temu near $30 billion and Shein near $18 billion in U.S. GMV, which made Haul a single-digit share of direct-from-China sales. About 97.5% of sellers averaging under $10 operated from China or Hong Kong.
Pressure on that business model has been building all year. I covered the end of duty-free parcels in my de minimis post. I also wrote up Shein’s 67% profit drop once that shipping advantage ended.
Then Temu and Shein pulled back from the ad channel high-ticket stores live on, which I covered in my Google Shopping post.
Amazon’s own seller economics moved too. My earlier piece on Amazon’s 5% new-product fee covered another Amazon fee change with a catch. Marketplaces keep widening their shelves, as Best Buy joining TikTok Shop with 10,000 products showed.
The counterpoint
EcomCrew calls Haul in regular search “competitive risk, not a confirmed ranking penalty.” The Nov. 9 announcement includes no seller-facing rule change, no reserved position for Haul and no new advertising requirement. The scale figures are company-reported rather than audited market-share data, and they show nothing about spending, return rates or profitability.
EcomCrew also warns that holiday promotions could explain sales changes, so blaming Haul for a dip would be premature. Its conclusion is that the announcement “does not establish that Haul has cost anyone sales.” Marketplace Pulse reads the same facts differently. Its view is that Haul has shifted from a separate store with its own sellers and rules to something closer to a price band inside Amazon, filled largely by Amazon’s choice of listings.
What Haul in Search Means for High-Ticket Store Owners
Everything from here is my read, not reported fact.
If your products sell for $500 and up, Haul is not your competitor. Here is hypothetical math. One $1,800 order at a 20% gross margin leaves $360. EcomCrew’s worked example uses $5 of contribution per order for a $19.99 item. At that rate, matching one high-ticket order takes 72 Haul-style orders. These numbers are illustrations, not data from any store. The point is that a $9.98 shopper and a $2,000 buyer are not shopping the same shelf.
Your buyers come from Google Shopping clicks that convert into sales, and they close on a phone call or a chat. That is why I keep pushing high-ticket sales follow-up over price tactics.
A live chat tool like Tidio catches the visitor who is comparing you against a dozen tabs.
The real exposure is narrower, and it comes in three parts.
First, your Amazon listings. If you sell branded goods on Amazon, Haul Distributed Fulfillment means units sitting in Amazon warehouses can be cross-listed without a signup form. Marketplace Pulse says you can see the offers but cannot pull one. I would look at that list today, because a listing you did not choose is a price you did not choose.
Second, MAP. I have not seen a ruling on whether Amazon-funded Haul discounts count against a supplier’s minimum advertised price policy. Your supplier agreement is the document that decides it, and I would ask in writing rather than assume. If a supplier sees your brand’s product at $9.98 next to your $79 listing, you want the conversation to happen before they do.
Third, the cheap end of your catalog. Covers, parts, filters, consumables and add-ons are the items a Haul price anchor can reach. Home & Kitchen has 66,000 Haul sellers according to Marketplace Pulse, and home niches are where a lot of high-ticket stores live. I covered the October retail numbers in my post on furniture sales falling 2.62% while total retail rose 3.57%. If an accessory is a $40 afterthought, a $9.98 lookalike can take it, and your order value drops with it.
What I would not do is cut prices across the board. EcomCrew’s illustration shows why: a $2 cut on a $19.99 item with $5 contribution leaves about $3, and holding total contribution steady takes about 67% more orders. That math is worse on thin margins and better on high-ticket stores, but the lesson holds. Cut only where you have a verified competing offer and a margin calculation.
The bigger lesson is channel dependence. A marketplace that can reprice your product, list it in a new store and limit your opt-out is a single point of failure. I made the same argument about payment processors in my backup-plan post. The same logic applies to any channel that can change the rules without asking you.
That is also why I steer clients toward owned channels. A customer list in Omnisend and a store on your own domain do not get cross-listed into anything. If you want a high-ticket store built to stand without any one marketplace, that is what my team does through the turnkey done-for-you build.
Want to work through your Amazon exposure with other store owners and me inside the community? Start the 7-day free trial. Join the Skool community →
Five Moves Before Amazon’s Black Friday Week Starts Nov. 19
Do these five in order:
- If you sell on Amazon, open Seller Central and review the offers Amazon cross-listed into Haul. Price an account-level opt-out against the Amazon-funded discounts you would forfeit before deciding.
- Screenshot your money searches. List the 20 queries that drive your Amazon orders, capture the results with the date, delivery location and device, and note every Haul item. EcomCrew recommends this dated record, and a virtual assistant from OnlineJobs.ph can build it in an afternoon.
- Audit your cheapest 20% of SKUs. Compare each against the Haul offers you found, including pack count, delivery estimate and return terms. If your supplier feed runs through Inventory Source, export it and sort by price first. Then decide whether to bundle, raise the minimum order or drop each item.
- Email your suppliers. Ask in writing whether Amazon-funded discounts count against MAP and who is authorized to sell their products on Amazon. If a supplier will not answer, my paid supplier directory lists alternatives.
- Strengthen the channels Amazon cannot touch. Build post-purchase flows in Omnisend and put your sales line on Quo so a $2,000 buyer can reach a person.
If you are still choosing what to sell, start with the free high-ticket niches list, which stays out of the $10 price band by design.
Frequently Asked Questions
Does Amazon Haul compete with high-ticket products?
Not directly on price. Amazon says most Haul items cost under $10 and more than a million cost under $5. Amazon has not published data on how Haul affects other price bands, so I would measure your own searches. My launch guide for high-ticket dropshipping lays out the full setup.
Can I opt out of Haul?
Only at the account level. Marketplace Pulse says sellers cannot remove individual products, and a full opt-out forfeits any discounts Amazon pays for. The direct-from-China route remains invitation-only.
Is the 350% growth figure reliable?
It is Amazon’s claim, and PPC Land points out it comes with no baseline, no comparison period and no statement of whether it is U.S.-only. Treat it as direction, not a measurement.
Who sells on Haul?
Marketplace Pulse says 80% of Haul sellers are in China or Hong Kong and 16% are in the U.S. Home & Kitchen has the most, at 66,000. Most were cross-listed by Amazon rather than signing up.
Should I cut my prices because of Haul?
Not before you have a verified competing offer and a margin calculation. EcomCrew’s advice is to audit your competitive set first, starting with the searches that actually generate your orders. My brutal-truth post on high-ticket dropshipping is the reality check I would read before touching a price.
How do I find a niche that avoids price wars?
Pick products where buyers are willing and able to pay, and where a phone call helps close the sale. Start with my free mini course and the niche list above.
Want my team to build and run a high-ticket store that does not depend on Amazon search? See the turnkey done-for-you service →
Amazon will keep filling the bottom of its price curve. Your job is to keep your store where buyers come to talk to a person. Subscribe to the YouTube channel for daily breakdowns. More breaking news coming through the day.
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- Chargeback Prevention for High-Ticket Stores: Stopping Disputes Before They Cost You
- High-Ticket Niches List: 150+ Best Dropshipping Niches for 2026
- Why High Ticket Google Ads Need a Complete Conversion System
- Claude for Ecommerce: How to Build a Leaner High-Ticket Business With AI
Trevor Fenner is an ecommerce entrepreneur and world traveler from Seattle, Washington, and the founder of Ecommerce Paradise, a platform focused on helping entrepreneurs build and scale profitable high-ticket ecommerce and dropshipping businesses. With over a decade of hands-on experience, Trevor specializes in high-ticket dropshipping strategy, niche and product selection, supplier recruiting and onboarding, Google & Bing Shopping ads, ecommerce SEO, and systems-driven automation and scaling. Through Ecommerce Paradise, he provides free education via in-depth guides like How to Start High-Ticket Dropshipping, advanced training through the High-Ticket Dropshipping Masterclass, and fully done-for-you turnkey ecommerce services for entrepreneurs who want a faster, more hands-off path to growth. Trevor is known for emphasizing sustainable, real-world ecommerce models over hype-driven tactics, helping store owners build scalable, sellable, and location-independent brands.
He maintains homes in Seattle and Bali, spends most of the year overseas, and usually returns to Seattle for about a month each summer.
