Amazon today opened a six-day holiday sale on Amazon Haul, its storefront for ultra-low-priced goods, with $1 flash deals running until November 14 and a set of $0.11 deals limited to November 10 and 11. The announcement, published on the company's news site under the byline "Amazon Staff," came with two growth figures: Haul's selection has expanded more than 25 times in two years to more than 10 million products, and the number of customers making purchases has grown nearly 350% year over year. It gave no sales, revenue or customer totals, and no base for either percentage.

In Short

Amazon started a sale today on Haul, the part of its store built around very cheap products, with $1 flash deals until November 14 and 11-cent deals on November 10 and 11. Amazon says Haul now lists more than 10 million products and has nearly 350% more paying customers than a year ago, and that Haul items now show up in regular Amazon search results, the same pages where brands and sellers pay for ad placement. The sale opens 18 days before Black Friday, and the $1 and 11-cent items sit below the $3 price at which Haul's free returns begin.

Six days, two price points

The event runs from today until November 14. According to Amazon, $1 flash deals will drop "throughout the week" across fashion, beauty, home, electronics, toys and other categories, while the $0.11 deals, which the post calls "exclusive hidden treasures across popular categories," are confined to November 10 and 11. The company says the event "features some of the lowest prices Amazon Haul has ever offered." A separate line in the same post says some items will go "as low as a penny during flash sales."

What the post does not contain is almost as telling as what it does. There is no count of how many products are in the $1 or $0.11 tiers, no indication of stock levels or per-customer limits, and no regular or reference price against which any deal is measured. "All deals and availability are subject to change," the post states. Shoppers have grown wary of advertised savings: Simon-Kucher's 2026 holiday survey found that only 22% of US consumers say advertised discounts fully reflect true savings, down from 46% in 2025.

Nor does Amazon explain the 11-cent price or its timing. November 11 is Singles' Day, the shopping festival that grew out of China's e-commerce market, and Veterans Day in the United States. The post refers to neither.

Today's sale is described as "the first in a series of deal moments running through November and December," with daily and weekly drops across five named themes: stocking stuffers, holiday decor, seasonal apparel and accessories, white elephant gifts and beauty essentials. The post links to seven featured products, among them a 3D pop-up holiday card, an eight-pack of Santa ornaments, a holiday window suncatcher, a pack of golden playing cards and a 42-piece sewing kit. It lists no prices for any of them.

The growth figures and their gaps

Amazon's numbers describe a catalogue that has expanded quickly. In two years, according to the post, Haul's selection grew more than 25 times to more than 10 million products, spanning fashion, beauty, home, electronics, toys and holiday decor. The majority of items are priced under $10. More than a million sit under $5, and more than half a million under $3.

The customer figure is the most striking, and the least explained. The number of customers making purchases is "growing nearly 350% year over year," the post says. It does not state the starting number, which twelve months the comparison covers, or whether the figure counts US shoppers only. The deal prices are in dollars and the returns network described later in the post is American, which places the event in the US. The growth figures carry no such label.

That matters because Haul does not operate only in the US. In a post marking Haul's first anniversary on November 10, 2025, Amazon said the Haul experience ran in the US, Australia, France, Germany, Italy, Japan, Spain and the UK, with the same model branded Amazon Bazaar in Mexico, Saudi Arabia and the United Arab Emirates and a standalone Bazaar app in 14 further locations, 25 in total. That post put the count at more than a million items under $10. A year on, Amazon cites more than a million under $5, though the two posts may not measure the same set of markets.

The storefront itself is about two years old. Amazon's anniversary post places the launch in November 2024, and Bloomberg reported on November 13, 2024 that the company was aiming the new low-price storefront at Temu. Today's post names no competitor.

The executive quoted is David Forsythe, whose title is vice president of North America Seller Business. "We've always focused on offering customers the lowest prices across the widest selection, and Amazon Haul is another way we're making holiday shopping more affordable," Forsythe said, according to the post. He went on to describe "millions of products at ultra-low prices and new deals dropping all season long." The post does not say how many sellers list on Haul, what they pay to do so, where the products ship from, or how long delivery takes.

A pricing model built on bigger carts

Haul's pricing is built around volume per order, and the post says so plainly: "Amazon Haul rewards customers who build up a bigger cart." Orders of $25 or more qualify for free delivery. Orders over $50 receive 5% off, and orders over $75 receive 10% off.

The $25 free shipping threshold sits uneasily with the event's headline prices. At $1 an item, reaching free delivery takes 25 items; at $0.11, it takes 228, according to PPC Land's calculation. A cart at the top tier of $75 earns a discount of at least $7.50. The tiers are built to lift average order value on a catalogue where most items cost under $10. The same $25 line appears elsewhere in Amazon's holiday push: the $25 Thanksgiving meal Amazon announced on November 2 is paired with free Same-Day Delivery on grocery orders of $25 or more in more than 2,300 US towns.

Returns follow a different set of rules from the rest of Amazon. According to the post, Haul offers free returns "on all eligible purchases over $3 within 15 days of delivery," with drop-off at more than 10,000 US locations including Amazon Fresh, Whole Foods Market, UPS, Kohl's and Staples. All items are covered by Amazon's A-to-z Guarantee, the post adds, and it states that customers "can shop with confidence knowing that the products they're purchasing are safe, authentic, and in the condition expected," without describing how Haul products are checked.

Amazon's customer return policy page, as PPC Land reported on October 20, lists a 15-day window for Haul items over $3 and treats Haul items priced at $3 or less as Final Sale. For most items bought on Amazon.com between November 1 and December 31, 2026, the same article reported, the holiday return deadline runs to January 31, 2027. Read together, Amazon's documents place every $1 and $0.11 deal item below the line for free returns. Today's post does not mention the January 31 deadline.

The most consequential line for advertisers is a brief one. "Relevant Amazon Haul products now surface within Amazon search results" when they match what a shopper is looking for, according to the post. Haul has operated as a distinct section inside the Amazon Shopping app, and the post still lists the ways to reach it directly: searching "Haul" in the app's search bar, the main menu, or the Haul page.

The change puts products from a 10-million-item, mostly sub-$10 catalogue on the same results pages where brands and third-party sellers compete for visibility, often by paying for it. Those pages are the core of Amazon's advertising business, a retail media network that sells placement to the brands and sellers whose products appear in the results. It generated $19.64 billion in the third quarter of 2026, up 11%, and Amazon guided to growth in the "high teens" for the fourth quarter.

The post leaves the mechanics open. It gives no date for when Haul products began appearing in main search, does not say whether the change applies outside the US, and does not explain how Haul items rank against standard listings, whether they carry a label in results, or whether Haul sellers can buy Sponsored Products placements. It does not say how often a search now returns a Haul product.

Two further changes extend Haul's reach. Each customer's Haul feed, according to Amazon, "gets more personalized the more they browse, adapting from the homepage all the way through to checkout." And Haul's integration with Amazon Live has expanded to include more creators and more frequent livestreams across fashion, beauty, home and tech, with real-time reviews and the ability to buy directly from the stream. The post gives no figures for creators, streams or viewers.

Where the cheap-goods trade has moved

Haul's expansion comes after two years in which the economics of shipping low-value goods directly to Western consumers were rewritten. In the US, a July 30, 2025 executive order ended duty-free entry for parcels worth $800 or less, from any country, with the suspension taking effect for non-postal shipments on August 29, 2025. That de minimis exemption had allowed small parcels to enter without duty and underpinned the direct-from-China model used by Temu and Shein.

Advertising shifted as well. Even before the order, Temu had stopped all of its US Google Shopping campaigns on April 9, 2025, and its App Store ranking fell from the top five to 58th within three days. In Europe, the change came in 2026. The EU ended its €150 duty exemption on July 1, 2026, replacing it with a flat €3 charge per item, after 5.9 billion low-value items entered the bloc duty-free in 2025, according to the Commission. A week later, auction data covering about 500 European Google Shopping advertisers showed Temu's presence roughly halved since March and Shein's close to zero. The pullback reached the platforms that sold them ads. In Pinterest's third quarter, cross-border sellers cut about 11 points from its European revenue growth.

Today's post mentions none of this, and it does not say whether Haul's prices or supply chain changed after the US exemption ended. What it does show is Amazon expanding an ultra-low-price catalogue inside its own store and search results while the specialist platforms that built the category have cut back their paid reach in the US and Europe.

A crowded holiday calendar

The Haul sale lands in the gap between Amazon's two main autumn events. Prime Big Deal Days ran on October 6 and 7 across 22 countries. The window for sellers to submit Black Friday Week and Cyber Monday deals closed on October 20, ahead of Black Friday on November 27 and Cyber Monday on November 30. Under the 2026 holiday calendar Amazon published in July, those promotions cost sellers $100 each plus 1.5% of sales, capped at $5,000. Today's post says nothing about what Haul sellers pay for their deals.

The demand picture is mixed. Adobe forecast US online holiday spending of $275.1 billion for November 1 to December 31, up 6.7%. Simon-Kucher's survey of 1,501 consumers found the average household expected to spend $1,018, 5.5% less than a year earlier. Among Walmart shoppers, 43.8% named affording the holidays as their top stressor and 70.2% said lower prices would make holiday shopping easier, in data from Walmart's own customer panel. It is into that market that Amazon pitches Haul as a way of "making holiday shopping more affordable."

Why this matters for marketers

For brands and sellers on Amazon, the operative change is not the $1 or $0.11 price tags but where Haul products now appear. A catalogue of more than 10 million items, most under $10, is no longer confined to its own section of the app. It now surfaces in the main search results that carry Amazon's advertising, during the weeks when competition for those results is most intense. The post gives no detail on how often that happens, how Haul items are ranked or labelled, or how they interact with paid placements, and those are the questions that determine the effect on everyone else selling in the same categories.

The growth claims are hard to weigh. A 25-fold expansion in selection and a near-350% rise in paying customers are large numbers, but without a base, a period or a market, they cannot be compared with Amazon's reported results, with Temu or with Shein. Amazon has not published revenue for Haul, and the post adds none.

Then there is the calendar. Amazon has now stacked Prime Big Deal Days, a Haul sale, a run of Haul "deal moments" through December and its Black Friday Week event into the final quarter, a quarter for which it has guided advertising growth back to the high teens after an 11% third quarter. Each event pulls on the same pool of shopper attention and the same results pages.

Timeline

Summary

Who: Amazon, through its Amazon Haul storefront, with a statement from David Forsythe, vice president of North America Seller Business. The sale is aimed at US shoppers; Haul's sellers, and brands and advertisers competing in Amazon's search results, are also affected.

What: An early holiday deals event on Amazon Haul with $1 flash deals all week and $0.11 deals on two days, the first in a series of Haul deal drops through December. Amazon also said Haul's selection has grown more than 25 times in two years to more than 10 million products, that customers making purchases are up nearly 350% year over year, and that Haul products now appear in main Amazon search results. Free delivery starts at $25, with 5% off over $50 and 10% off over $75; free returns cover eligible items over $3 within 15 days.

When: Amazon announced the event today, November 9, 2026. It runs from today to November 14, with the $0.11 deals on November 10 and 11, and further deals continue through November and December, around Black Friday on November 27.

Where: Amazon Haul in the Amazon Shopping app and on Amazon.com in the US, where prices are quoted in dollars and returns go to more than 10,000 US drop-off points. Haul and its sister brand Amazon Bazaar operated in 25 locations as of November 2025.

Why: Amazon frames Haul as a way to make holiday shopping more affordable at a time when US households say they plan to spend less. The expansion of ultra-low-price products into Amazon's main search results comes after US and EU duty changes pushed Temu and Shein to cut their advertising, and it places a large catalogue of sub-$10 items on the same pages where Amazon sells its advertising. Amazon disclosed no sales figures, no base for its growth percentages and no detail on how Haul products rank or interact with ads.