Asia Tech Wire (Nov 14) -- Amazon.com Inc. is launching a new segment on its app and website focused on items under $20, hoping to fend off growing competition from Temu and Shein.

The service, called Amazon Haul, launched in beta form on Wednesday and will be available to U.S. customers, Amazon said.

All items on the board will be priced at $20 or less, with most of them priced at $10 or less.