Amazon is launching a new section on its site dedicated to low-priced fashion and lifestyle items, allowing Chinese sellers to ship directly to U.S. consumers. This move aims to combat competition from e-commerce rivals Temu and Shein, which attract American shoppers with their low prices. The Amazon's storefront will offer unbranded items under USD20, shipped from China within nine to 11 days. This strategy helps sellers save costs and test products with small batches. Amazon continues to support Chinese merchants, opening an innovation center in Shenzhen and reducing fees for low-priced clothing. The new Amazon's storefront is set to start accepting products this fall.