Sign me up! With the debut of Amazon Haul in beta form this week, we’re finally getting a glimpse of the company’s long-awaited response to Temu and Shein, the discount e-commerce platforms for the TikTok generation that have turned online shopping into something that feels more like playing a game.

Amazon is making a strategic move into the ultra-low-cost space as holiday spending kicks into high gear. But price isn't the only reason why US shoppers are addicted to Temu.