Amazon unveiled Amazon Bazaar on November 7, 2025, a standalone mobile‑first shopping app that will serve 14 markets across Asia, Africa, and Latin America. The launch follows Amazon’s earlier low‑cost experiments, including Amazon Haul in the U.S. and Amazon India Bazaar, and marks the company’s first dedicated platform for ultra‑low‑price goods in these regions.
The app focuses on items priced under $10, with some products as low as $2, and offers a curated selection of fashion, home goods, and lifestyle products. Customers can log in with their existing Amazon credentials and pay with Visa, Mastercard, or American Express. Free shipping applies to orders that meet a local minimum spend, and returns are accepted free of charge within 15 days of receipt, mirroring Amazon’s standard customer‑service commitments while keeping the experience frictionless for price‑sensitive shoppers.
Amazon’s entry into the ultra‑low‑cost segment is a direct response to the rapid growth of Chinese platforms such as Shein and Temu, which dominate the market with aggressive pricing and a social‑media‑driven shopping experience. By leveraging its global logistics network and data‑driven pricing engine, Amazon aims to offer comparable value while maintaining higher quality standards and a broader product assortment. The move also aligns with Amazon’s broader strategy to deepen its footprint in high‑growth emerging markets where price sensitivity is a key driver of e‑commerce adoption.
Dharmesh Mehta, vice president of Worldwide Selling Partner Services, said the launch “continues our exploration of ways to help partners offer ultra‑low‑priced products while maintaining the Amazon experience.” He added that Amazon Bazaar will “provide a simple, localized shopping journey that encourages repeat purchases and builds long‑term loyalty.” The app’s design incorporates social‑lucky‑draw features and localized language support, mirroring tactics used by its competitors to boost engagement.
From a business perspective, Amazon Bazaar could accelerate market share gains in regions where Shein and Temu have strong brand recognition. The company’s ability to keep unit economics favorable hinges on its scale‑economies in warehousing, last‑mile delivery, and payment processing. However, the ultra‑low price point also introduces margin pressure, and Amazon will need to balance promotional spend against long‑term profitability. The launch signals a strategic bet that the volume of low‑cost shoppers will outweigh the narrower margins, a hypothesis that will be tested as the app expands beyond the initial 14 markets.
Looking ahead, Amazon plans to roll the app into additional countries over the next 12 months, with a focus on markets that have high e‑commerce penetration but limited access to affordable goods. The company’s internal restructuring and cost‑cutting initiatives are expected to support the launch, while its existing seller‑partner ecosystem will provide a steady stream of inventory. If the model proves scalable, Amazon Bazaar could become a significant contributor to the company’s global revenue mix, especially in regions where traditional e‑commerce players have yet to fully capture price‑sensitive consumers.
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