In an effort to counter the rise of discount startups likeTemu and Shein, Amazon.com Inc plans to launch an online storefront for low-priced apparel and home goods. The new mall will appear in the company’s own section of Amazon’s website

The Seattle-based e-commerce company currently ships goods directly to its customers from China. Amazon and other US retail incumbents are grappling with the rapid rise of Temu, a unit of PDD Holdings Inc, and online fashion retailer Shein, which have lured customers with steep discounts and, in Temu’s case, a barrage of advertising on television and social media.

To compete with Shein’s bargain basement prices, Amazon this year, began cutting the fees it charges merchants to sell low-priced clothing.