Amazon Haul now shows up in Amazon search, with 10 million products

Amazon said on November 9, 2026 that "relevant Amazon Haul products now surface within Amazon search results when they're a great match for what you're looking for." Haul, Amazon's ultra-low-price storefront, has had its own entry point: Amazon tells shoppers to find it by searching "Haul" in the Amazon Shopping app. With Haul items in main search, a shopper typing "phone stand" or "hair clips" can now see a $3 item from Haul on the same results page as your $14 one.

The line came in a post announcing Haul's "Haul-iday" sale, which runs November 9 to 14 with $1 flash deals all week and $0.11 deals on November 10 and 11. The same post gave Haul's numbers: more than 10 million products, a selection that's grown more than 25 times in two years, and purchasing customers up nearly 350% year over year.

What Amazon said about Haul on November 9#

Amazon's post, Amazon Haul's early Haul-iday deals event, is mostly a sale announcement. The facts that matter to a brand are a few lines in it:

• Search. "Relevant Amazon Haul products now surface within Amazon search results when they're a great match for what you're looking for." Amazon also says the Haul feed personalizes as a customer browses.
• Selection. More than 10 million products across fashion, beauty, home, electronics and holiday decor. Most are under $10, more than a million are under $5 and more than half a million are under $3.
• Growth. Selection has "expanded by more than 25 times" in two years, "with the number of customers making purchases growing nearly 350% year over year."
• Shopper terms. Free delivery on orders of $25 or more, 5% off orders over $50, 10% off orders over $75, and free returns on eligible items over $3 within 15 days at more than 10,000 US drop-off locations.

The post quotes David Forsythe, vice president of North America Seller Business: "Amazon Haul is another way we're making holiday shopping more affordable."

What Amazon didn't say is just as useful. It gave no customer count, no sales figure, no start date for the search change, and nothing on how Haul items are labeled in results or ranked beyond being "a great match." The 350% figure has no base, so it can't be turned into a number of shoppers. PPC Land, in its November 9 report, flagged the same gaps.

How big Haul has become#

The fastest way to see the change is to put Amazon's own figures from November 2025 and November 2026 side by side.

Products on Amazon Haul, November 2026 (Amazon)

10M+Products on Amazon Haul, November 2026 (Amazon)

Growth in Haul selection over two years to November 2026 (Amazon)

25xGrowth in Haul selection over two years to November 2026 (Amazon)

Year-over-year growth in customers buying on Haul, November 2026 (Amazon)

~350%Year-over-year growth in customers buying on Haul, November 2026 (Amazon)

Sellers on Amazon Haul in the US, March 2026 (Marketplace Pulse)

3,287Sellers on Amazon Haul in the US, March 2026 (Marketplace Pulse)

The November 2025 figures come from Amazon's one-year post, Amazon Haul: Redefining shopping for ultra-low-priced products, published November 9, 2025. The two years don't measure exactly the same things, so read the comparison as direction, not a growth rate.

For outside scale, Marketplace Pulse counted 3,287 sellers in the US Haul program in March 2026 and estimated Haul's gross merchandise value at about $2 billion a year, against about $30 billion of US GMV for Temu. It also found that 97.5% of the sellers averaging under $10 an item were based in China or Hong Kong. Those are estimates from before the 10 million product figure, and Amazon hasn't published its own.

Our read: this is a search problem, not a pricing problem#

It's been easy to treat Haul as somebody else's store: a Temu answer with its own shoppers and not much overlap with a branded catalog. Surfacing Haul products in main search changes that, at least for low-price categories.

A few things follow from it.

Your search share can move without anyone changing a bid. If a Haul item takes a slot on the first page for a non-branded term, something else loses that slot. That shows up as lower impression share or a softer conversion rate on the term, and it's easy to misread as an ad problem.

Price anchoring gets harder in low-ticket categories. A shopper who sees a $3 option next to your $12 one isn't necessarily going to buy the $3 one. But the gap has to be explained by the listing: the pack count, the material, the reviews, the delivery date. Listings that don't make that case quickly will lose on price by default.

Lookalikes are a brand protection issue. Marketplace Pulse describes Haul's seller base as overwhelmingly China-registered. If a specific Haul listing misuses your registered trademark or copies your product photos, it may be reportable through Brand Registry like any other listing, and it's now in front of more shoppers. That's squarely channel control and brand protection work.

It's the second change to Amazon search in five days. On November 4, 2026, Amazon opened Shop Direct to outside stores, letting eligible websites put their catalogs into Amazon search for free. Between Shop Direct and Haul, Amazon's results page now holds more inventory that isn't a standard Amazon listing. We'd expect more of it, not less.

What we wouldn't do is chase Haul on price. For most brands, the margin isn't there and the shopper isn't the same. The job is to keep your listings winning on the terms that pay.

What to check before Black Friday Week on November 19#

If the Haul items on your terms are mostly lookalikes, that's an enforcement job. If they're generic substitutes, it's a listings and conversion job. Either way, it's part of running the whole Amazon account rather than just the ads. For the holiday calendar that Haul's sale sits next to, see our piece on Amazon's Black Friday Week dates and 8 a.m. deal drops. We track Haul's seller and size figures on our Amazon seller statistics page.