Amazon.com Inc (NASDAQ:AMZN) is set to introduce a new section on its site focused on affordable fashion and lifestyle products, enabling Chinese sellers to ship directly to US consumers, according to reports from the US overnight.
CNBC said the move was announced at a private conference for Chinese sellers and would be the US e-commerce giant's most significant effort to counter competition from Chinese e-commerce companies Temu and Shein.
The new storefront will offer a variety of unbranded items, many priced under $20, such as gua sha tools, arm weights, and phone cases. Products will be shipped directly from China to the US with a delivery window of nine to eleven days. This approach aims to reduce costs for sellers and allow them to test new products through small-batch production.
Amazon's strategy mimics Shein's on-demand manufacturing model, which produces limited quantities and scales up based on demand. The company highlighted the cost-saving benefits for Chinese sellers and plans to start accepting products this fall.
Quoted by CNBC, Amazon spokesperson Maria Boschetti said: “We are always exploring new ways to work with our selling partners to delight our customers with more selection, lower prices, and greater convenience.” However, further details on the launch date remain undisclosed.