Amazon is reportedly preparing to launch a new platform to compete directly with popular China-linked online retailers Temu and Shein. According to The Information, the platform aims to offer a discount section that features unbranded clothing, home goods, and everyday necessities shipped directly from warehouses in China to customers worldwide. It will bypass the traditional shipping method to U.S. warehouses first; Amazon cuts down on costs and delivery times, making this an attractive option for value-conscious shoppers.

The new storefront is anticipated to feature a range of budget-friendly items, with many priced under $20. Products may include everything from fashion apparel and beauty tools like gua sha facial massagers to practical items such as arm weights and phone cases. A key aspect of this strategy involves fast delivery times, aiming to get items to customers within 9 to 11 days. This expedited service is integral to competing with Temu and Shein, which have captivated American shoppers with their affordable prices and relatively quick delivery times.