Amazon Haul products now appear in Amazon’s main search results, removing the last barrier between the low-price store and the rest of Amazon. According to Marketplace Pulse data, nearly 184,000 sellers now have listings in Haul, about 40% of all active sellers on Amazon.com, counting sellers with at least one feedback in the past year. Most of them did not sign up; Amazon cross-listed them.
At launch two years ago, Haul came with strict rules. Products had to be listed under the brand “Generic,” shipped from an Amazon warehouse in Dongguan, China, kept under price ceilings of up to $20, and left out of regular product search. That separation was why Haul risked remaining one of Amazon’s niche experiences. This week, Amazon announced that relevant Haul products now surface within its search results. What enters search spans every major department, with Home & Kitchen alone accounting for 66,000 Haul sellers.
Most of the other rules had already gone. Amazon’s seller documentation describes a program called Haul Distributed Fulfillment that cross-lists “select” products already stored in Amazon’s own fulfillment centers into Haul, where they stay on sale in the main store at the same time. Sellers pay the same fees, Amazon funds Haul’s promotions, and sellers cannot remove individual products, only opt their whole account out. The original direct-from-China route remains invitation-only. A DeWalt bit set now sits in Haul at $9.98, sold and shipped by Amazon itself, with next-day Prime delivery.
That is how the seller count got so large. In March, Marketplace Pulse counted 3,287 Haul sellers, based on listings sold only in Haul. Today’s figure counts every seller with a listing in Haul, however it got there, and with the direct-from-China route still invitation-only, the bulk of those sellers can only be there through cross-listing. Nearly every seller on Haul is active – 95% of them, according to the Marketplace Pulse definition – compared with 13% of all sellers tracked on Amazon.com, which is what cross-listing from live FBA inventory would produce.
Cross-listing has also changed who sells on Haul. In its first weeks, Haul’s sellers were almost all exclusively China-based. Today, 80% are based in China or Hong Kong and 16% in the U.S. Chinese sellers still dominate Haul more than the rest of Amazon, where China and Hong Kong account for 56% of active sellers outside Haul. Nearly half of all active China-based sellers on Amazon.com now have listings in Haul, compared with 22% of U.S. sellers. What has not changed is price: among each seller’s most popular Haul listings, the median is $9.98.
Amazon says Haul’s selection has grown more than 25 times to over 10 million products in two years, and much of that growth is cross-listing rather than new low-price selection, given that the only other way in is still by invitation. Haul began as Amazon’s answer to Temu: a separate store with separate sellers and separate rules. Two years later, it is closer to a price band within Amazon, filled mostly by Amazon choosing which listings to cross-list. Search integration completes that shift, putting Haul’s original direct-from-China listings in the same results as everyone else. Sellers can review which of their offers Amazon has cross-listed in Seller Central, but leaving means taking the whole account out of Haul, including any discounts Amazon pays for.
