In a landscape already filled with complexities for IP professionals and brand owners, Amazon’s latest move, Amazon Haul, is rewriting the rules of online marketplace dynamics.
First launched quietly as a beta in the US in late 2024, Haul has recently gained wider attention with push notifications and marketing, signalling an aggressive pivot toward the low-cost, high-volume model popularised by platforms like Temu and Shein.
In the past few weeks, this bargain-focused offering has expanded to the UK and Saudi Arabia (as Amazon Bazaar in the Middle East), with further European rollouts reportedly close behind.
At its core, Haul offers thousands of products priced under £20 (with many under £10), pushing the boundaries of what “affordable” means in e-commerce. But behind the glossy promise of fun, budget-friendly shopping, a darker reality is emerging, one that brand owners and IP professionals cannot afford to ignore.
A new breeding ground for counterfeits
Platforms built around ultra-low pricing, minimal seller verification, and long delivery windows are proven hotspots for counterfeiting. Amazon Haul is no exception, and its rapid expansion will amplify these risks on a massive scale.
Amazon has taken positive steps with programmes like Project Zero and Transparency. Its 2024 Brand Protection Report highlighted more than 15 million counterfeit products had been removed globally, and referenced high-profile collaborations with brands such as LEGO and Philips.
But Haul’s business model presents a new and serious challenge: vast product volumes sold at ultra-low prices, which make effective policing even more complex.
This is no longer just a marketplace issue. It’s an evolving battlefield where brand integrity, consumer safety, and regulatory scrutiny all converge. Brands must adapt, or risk being overwhelmed by a wave of counterfeits.
What should brands do to protect themselves?
This is where SnapDragon makes the difference. Our AI-powered detection identifies threats early, before they escalate. Combined with expert human verification and proven enforcement pathways, we give brands the intelligence and tools to stay ahead of these emerging risks.
In a world where marketplaces are fragmenting and diversifying, the old playbook of reactive takedowns is no longer enough. Brand protection must now be proactive, agile, and technology-driven – able to evolve as fast as the threats themselves.
"As technology evolves, so will our approach. We’ll keep embracing new capabilities, but always in a way that protects what matters most: your brand."
Looking toward the future
Amazon Haul is a wake-up call for IP professionals and brand owners alike. The risks are growing, and the time to act is now.
At SnapDragon, we know that brand protection is about far more than compliance. It’s about protecting brand reputation and consumer trust in an increasingly complex and fast-moving digital world. And as Haul reshapes online shopping, SnapDragon is here to help brands fight back before counterfeiters gain ground.
Marta Guerreiro
SnapDragon | Sales Executive
