Amazon launches standalone low-cost app in 14 emerging markets

Amazon has doubled down on efforts to dominate the low-cost e-commerce segment by launching a standalone shopping app, "Amazon Bazaar," in 14 new markets across Asia, Africa, and Latin America. This aggressive expansion is a direct maneuver to compete with Chinese discount rivals like Shein and PDD Holdings' Temu.

The move builds upon the success of Amazon's existing budget-focused service, "Amazon Haul" (known as Bazaar in other markets), but packages it into a dedicated, mobile-optimized experience targeting price-sensitive consumers.

Low prices as the unique selling point

The new Amazon Bazaar app is now available for download in a diverse set of countries, including the Philippines, Taiwan, Hong Kong, Nigeria, Peru, Ecuador, and several nations in the Middle East and the Caribbean.

The app's main selling point is its affordable merchandise, with the vast majority of products priced under $10 USD and some as low as $2.

Products span fashion, home goods, and lifestyle items and are shipped directly from the company's global fulfillment centers. This logistics model allows Amazon to compete with the highly efficient, low-cost supply chains utilized by Shein and Temu.

Amazon is attempting to differentiate itself from competitors by integrating its established features, including customer reviews, star ratings, and free returns within 15 days.

A mobile-first, value-focused experience

The decision to launch a separate, standalone app is strategic. It allows Amazon to deliver a shopping experience tailored specifically to the needs of emerging markets, where mobile access is dominant and price sensitivity is high.

Amazon Bazaar supports six languages and allows customers to shop using their local currency. New customers are eligible for a 50% discount on their first order, and shoppers can unlock free delivery by meeting local minimum purchase amounts.

The app features interactive elements, such as social lucky draws and promotions, designed to increase engagement among young, mobile-native consumers.

By expanding its global footprint with a clear value proposition, Amazon is positioning itself to capture a significant portion of the burgeoning e-commerce demand in regions where affordability is the primary factor driving consumer choice.