New York — Amazon is targeting retail rivals Shein, Temu and TikTok Shop with a new deeply discounted storefront that sells a wide range of products for $20 or less.

Called “Amazon Haul,” the mobile-only experience debuted Wednesday in the Amazon app and offers everything from fashion accessories and home goods to clothing and electronics.

Haul is Amazon’s answer to the Chinese markets, which have seen rapid growth in the United States thanks to cost-conscious shoppers looking for cheap products, according to Neil Saunders, managing director of retail at GlobalData.

“The value retail segment has been a major growth area in recent years, and while Amazon’s main site has a good reputation for value for money, its broad offering means that it is not primarily seen as a low-cost, everyday destination. ” he told CNN.

Amazon said in a statement that a “majority” of Haul items cost less than $10, some even less than $1. For example, an iPhone case is on sale for $1.79, a tablecloth is for $4.99, and memory foam slippers are for $9.99.

However, the cheap prices come with a caveat that items may take one to two weeks to be delivered. And shipping is only free on orders over $25, with an additional fee of $3.99 for orders below that threshold. Additionally, the store only accepts returns on items valued at $3 or more.

In what could be seen as a slight slight to its foreign competitors, Amazon said it “reviews the products offered by sellers at Haul so that customers can be confident that they will receive products that are safe, authentic and compliant with applicable regulations”.

Shein and Temu were recently targeted by US regulators in a proposed investigation for selling “deadly baby and toddler products.” Two Consumer Product Safety Commission leaders want to examine how companies are following safety rules.

Amazon said Haul was created because it was getting customers who wanted “very low-cost products, even though some of them take one to two weeks to arrive.”

Saunders said there would be concerns that Haul could cannibalize sales from its flagship website, but it is “better for Amazon to cannibalize its own sales than to cede ground to competitors”, and the storefront could s proving popular with younger consumers who are avid shoppers of Amazon’s competitors.

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