Amazon Expands Budget Shopping App “Bazaar” to 14 New Countries Across Asia, Latin America, and the Middle East
Amazon is ramping up its global e-commerce ambitions with a broader rollout of its budget-focused shopping app, Amazon Bazaar, to 14 new markets spanning Asia, Latin America, and the Middle East. This expansion marks the tech giant’s latest effort to challenge Chinese fast-fashion disruptors Temu and Shein, who have rapidly gained ground with their low-cost, direct-to-consumer business models.
### What is Amazon Bazaar?
Amazon Bazaar is designed to cater to price-sensitive shoppers by offering a range of fashion, home, and lifestyle products, most priced below US$10 — with some items available for as low as US$2. The platform aims to combine affordability with Amazon’s trusted reputation for reliability and reach, delivering a simple, mobile-first shopping experience tailored to emerging market consumers.
Previously available under the Amazon Haul model in regions such as the US, UK, Germany, France, Italy, Spain, Japan, Australia, Mexico, Saudi Arabia, and the UAE, Bazaar’s latest rollout now extends to Hong Kong, the Philippines, Taiwan, Kuwait, Qatar, Bahrain, Oman, Peru, Ecuador, Argentina, Costa Rica, the Dominican Republic, Jamaica, and Nigeria.
### Targeting Temu and Shein’s Market Share
Amazon’s move appears targeted at Temu and Shein, two e-commerce players that have secured massive market share by offering ultra-cheap products shipped directly from China. These platforms leverage cross-border supply chains and viral marketing tactics to dominate the global low-cost retail segment.
However, Amazon’s fulfillment strategy for Bazaar remains undisclosed. The company has not clarified whether logistics rely on local warehousing or international fulfillment — two approaches that significantly impact shipping times and costs. Cross-border shipping minimizes inventory expenses but can result in longer delivery windows. On the other hand, local storage speeds up delivery but increases operational costs.
Analysts suggest Amazon’s ambiguity may be strategic, allowing the company to test different logistics models in each region while balancing cost efficiency with customer satisfaction. Some speculate Bazaar might initially operate as a subsidized user acquisition tool, designed to lure consumers away from Temu and Shein before adjusting margins in the future.
### Payment Gaps Create Partnership Opportunities
Currently, Bazaar supports major global payment cards such as Visa, Mastercard, and American Express. However, it does not offer integrations with popular local wallets or cash-on-delivery options — a notable omission in markets where mobile money dominates.
In the Philippines, for instance, digital wallet GCash is preferred by millions of users, while Nigerian consumers often rely on bank transfers or regional wallet services for online payments. The absence of these popular local payment methods may pose conversion challenges for Amazon in its target markets.
This gap presents a significant opportunity for payment processors and fintech companies. Firms that can bridge local payment preferences and integrate widely used wallets might become essential partners as Amazon looks to deepen its presence in these diverse, high-growth economies.
### Looking Ahead
With the expansion of Amazon Bazaar, the e-commerce giant is clearly positioning itself to compete aggressively in the budget shopping segment worldwide. How Amazon manages logistics and payment integrations could well determine whether Bazaar becomes a sustainable long-term player or remains a heavily subsidized initiative aimed at quickly capturing market share.
As Amazon continues to refine its approach, emerging market consumers stand to benefit from greater choice and competitive pricing in the fast-growing digital retail space.
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