Amazon has launched a store where every product costs $20 or less in a bid to take on popular low-cost shopping apps like Temu and Shein. The new “Amazon Haul” service is available in the US via Amazon’s app or mobile website,

Amazon’s new low-priced marketplace is a likely attempt to compete with retailers like Shein and Temu, which the company reportedly views as a growing threat.

Temu and Shein often get criticism over the environmental impact of the ultra-fast fashion business model the two companies follow. They have also faced scrutiny from lawmakers and regulators in the U.