Amazon was one of the first companies to lead the online shopping revolution, making it easier than ever for consumers to buy almost any product and have it delivered straight to their doorstep. But since Shein entered the e-commerce market in 2015, the two have found themselves in direct competition, fighting for the same audience.
The Chinese e-commerce giant has gradually chipped away at Amazon’s global market share by offering a vast range of products at extremely low prices. Amazon has attempted to counter this by launching Amazon Haul in 2024, a new budget-friendly shopping experience featuring thousands of items, many of which are under $20. Regardless, Shein’s rapid growth has continued.
However, Shein’s momentum is now facing new headwinds. With the Trump administration’s removal of the de minimis exception and the introduction of new China tariffs, the loophole allowing goods valued under $800 to enter the U.S. without certain duties has been closed.
(In U.S. law, the de minimis rule was originally designed to avoid the administrative burden of collecting customs duties when the cost of enforcement exceeded the revenue collected,” according to Congress.gov).
These changes have pushed Shein’s costs higher, leading to increased prices despite the company’s efforts to absorb expenses through its implemented “all-in pricing,” which provides customers with a final total upfront and avoids surprise fees.
Still, Shein reported a 20% rise in global revenues to $37 billion for the full year of 2024. Yet its pre-tax profits fell 13% to $1.3 billion, down from $1.5 billion in 2023, according to Business of Fashion.
Throughout the years, Amazon has borrowed ideas from Shein to remain competitive. Now, the roles are reversing. Shein is taking a page from Amazon’s early playbook by launching a product category that helped Amazon become a multi-billion dollar business three decades ago.
Shein is partnering with Alibris to launch an online bookstore on its U.S. storefront, offering more than 100,000 titles across multiple genres, including affordable textbooks for students.
Alibris is a California-based online marketplace for independent sellers of new, used, and rare books, music, and movies, with an inventory of over 200 million items from thousands of sellers worldwide.
“The average Shein customer reads one to three books a month—this isn’t a trend, it’s a lifestyle,” said Shein General Manager and Head of Marketplace U.S. George Chang in a press release. “We’re excited to support our customers’ love of reading and learning by teaming up with Alibris to offer a wide variety of books to our shoppers for the very first time.”
Because Alibris operates domestically, this partnership provides Shein with a U.S. distribution hub for this new category, allowing for faster deliveries, lower shipping costs, and potentially improving margins.
Customers can now access the Alibris storefront directly through Shein’s website.
The timing of Shein’s entry into the book space is significant. The cost of attending a four-year university in the U.S. has more than doubled since the start of the 21st century, with a 4.04% compound annual growth rate for tuition, according to Education Data Initiative (EDI).
Today, the average in-state student at a public four-year institution, living on campus, spendsaround $27,146per academic year. Tuition alone averages $9,750 for in-state students and $28,386 for out-of-state students.
When accounting for student loan interest and lost potential income, the total long-term cost of earning a bachelor’s degree can exceed $500,000, EDI shared.
While textbooks only make up a small portion of that expense, they remain a significant financial burden for many. Students at public four-year universities spend an average of $1,220 per year on textbooks and supplies.
Shein’s decision to offer affordable textbooks through its U.S. storefront won’t solve the student debt crisis, but it does introduce a more affordable option in a market dominated by high-priced academic publishers and campus bookstores. In an economy marked by rising prices and persistent inflation, even small savings can make a big difference for students already struggling to make ends meet.
Despite growing competition, Amazon (AMZN) remains the top e-commerce giant, far surpassing Shein in revenue, product variety, and global infrastructure. Amazon customers can buy everything from groceries and everyday items to cars, while Shein still focuses largely on fast-fashion apparel, accessories, and home goods.
Both companies have their own warehouses and distribution centers, but Amazon’s global footprint is significantly larger. The company’s multi-channel fulfillment network is the largest worldwide, with 150 fulfillment centers in the U.S. and 200 globally, according to Amazon.
“Sourcing will be the key issue, so while transferring through other countries, assembling in other states, or storing elsewhere might work, blanket tariffs will still apply,” said IDC VP Research of Retail Merchandising and Marketing Analytics Strategies Ananda Chakravarty. “Low price is always a race to the bottom and becomes a war of attrition. This will drown all parties, and those with the most temerity will come out ahead.”
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According to Amazon’s fiscal 2024 earnings report, net revenue increased 11% to $638 billion compared to the prior year, with the North America segment up 10%. Unlike Shein, Amazon’s pre-tax profits surged nearly 86% to $68.6 billion.
“A significant competitive advantage for Amazon can be attributed to its robust infrastructure and the ability to adapt quickly to market changes,” said Consumer Products Retail Business Consultant David Biernbaum. “In contrast to smaller retailers, Amazon is able to absorb some of the tariff-related costs and pass on savings to consumers as a result of its efficient supply chain. Further, its strong customer service and reliable delivery options may entice consumers to switch from Temu and Shein, particularly in the event that these brands have difficulty maintaining their low prices.”
Related: Verizon reportedly planning major store closures and layoffs
This story was originally reported by TheStreet on Nov 16, 2025, where it first appeared in the Retail section. Add TheStreet as a Preferred Source by clicking here.
