Ever wonder what a $20 bill could get you? Quite a bit, it turns out. AmazonAMZN

is diving into the ultra-discount retail space with its new “Amazon Haul” storefront, launching just as the holiday shopping season kicks off. With every item priced under $20, this initiative is designed to win back budget-conscious shoppers who have been drifting toward Chinese competitors like Temu and Shein.

• In the past six months, 56% of Americans have purchased from Chinese marketplaces, and 69% of those shoppers plan to continue bargain hunting through the holiday season.
• Amazon aims to capture this audience by offering rock-bottom prices on all items, with free shipping on orders over $25 — though delivery times may take up to two weeks.

Battle of the bargains: While Amazon is banking on its trusted brand and established fulfillment infrastructure to attract deal hunters, analysts remain skeptical. Forrester’s Sucharita Kodali believes Amazon Haul could face similar criticisms about environmental impact and import loopholes as its Chinese e-commerce rivals, who’ve been chastised for rapid growth at the expense of sustainability. Similarly, Marketplace Pulse founder Jouzas Kaziukenas dismisses the initiative, noting, “It will fail to slow down Temu/Shein. It is a hobby experiment for Amazon; you might even call it a distraction.”