Amazon Inc. (Amazon) launched Amazon Haul in November 2024 to respond to the intensifying competition from cross-border platforms such as Temu and Shein. Adopting a similar business model to its Chinese competitors, Amazon Haul offered a large selection of low-cost products and shipped goods directly from overseas factories to U.S. consumers. This direct-shipping approach relied heavily on the de minimis exemption, which permitted goods valued under US$800 to enter the United States duty-free with minimal customs documentation. However, the rise in exploitation of this provision triggered increasing political and public scrutiny, casting uncertainty over Amazon Haul's future. Amid the rising scrutiny and growing competition from foreign platforms, what should Amazon do next with Amazon Haul?
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