E-commerce giant Amazon has unveiled a new digital storefront, Amazon Haul, to offer affordable products for its customers in the US. Currently in beta, the service is seen as the company’s strategic move to compete with fast-fashion retailers such as Shein, Temu and the TikTok Shop.

The products, which include fashion, home, lifestyle, and electronics, are unbranded and come from sellers across the world that Amazon has vetted. A majority of the products are priced at $10 or less,

Amazon is making a strategic move into the ultra-low-cost space as holiday spending kicks into high gear. But price isn't the only reason why US shoppers are addicted to Temu.