THE WHAT? Amazon plans to launch a dedicated section on its main website, mimicking the style of  Chinese cross-border bargain app Temu. This new feature will offer unbranded products priced under US$20, shipped directly from China.

THE DETAILS  Amazon recently held closed-door sessions with Chinese vendors in Shenzhen, a major hub for cross-border e-commerce, to brief them on the new initiative. This section will allow sellers to set their own prices and product categories, unlike Temu, which exerts strict pricing control. Amazon will manage inventory and customer service, streamlining the process for Chinese vendors.

THE WHY? The initiative aims to leverage Amazon’s extensive user data to cater to cost-conscious consumers in the West, enhancing the shopping experience through intelligent product recommendations and competitive pricing.