HONG KONG -- Amazon will launch a dedicated section on its primary website that will resemble Chinese cross-border bargain app Temu, offering unbranded products priced below $20 and shipped directly from China, vendors briefed on the matter told Nikkei Asia.
In public, Amazon has shied away from being compared to Chinese rivals Temu and Shein, which in recent years have significantly increased their footprint in the U.S. by offering low prices on a wide range of products. Faced with increasing pressure from the Chinese platforms on its home turf, the U.S. e-commerce giant has intensified its efforts to attract Chinese vendors and offer similar services.
