Amazon has launched a store where every product costs $20 or less, in an effort to take on popular budget shopping apps like Temu and Shein. The new ‘Amazon Haul’ service is available in the US via Amazon’s app or mobile website, and offers a wide range of similar fashion, home, lifestyle and electronics products you’d expect to find on competing Chinese platforms.

“Finding great products at ultra-low prices is important to customers, and we continue to look for ways we can work with our retail partners to offer products at ultra-low prices,” said Dharmesh Mehta, vice president of Worldwide Selling Partner Services from Amazon. , according to Amazon’s announcement.

The Haul storefront has a visually similar layout to Temu and Shein, focusing largely on affordable pricing and placing “crazy low” banners on item listings. Amazon says the majority of items will cost $10 or less, with some deals as high as $1. However, customers are encouraged to stack their baskets, with Amazon offering discounts of five percent on orders over $50 or 10 percent on orders of $75 or higher.

Shipping costs $3.99 and is free on orders over $25, but it will take one to two weeks for the order to arrive — which Amazon thinks its customers won’t have a problem with if it allows them to get “ultra-low-priced products to buy”. That’s a comparable delivery time of Temu and Shein, suggesting Haul’s stock also imports stock directly from Chinese manufacturers.

Both Temu and Shein face increased regulation in the EU and US due to the risks surrounding counterfeit goods, pirated products and copyright infringement on their platforms. Amazon is trying to calm consumer concerns about this, saying that all products on Haul are screened to ensure they are “safe, authentic and compliant with applicable regulations.”