For the first time, Amazon Prime Day will span four days — a move expected to boost sales for the platform’s millions of online merchants. But shoppers and sellers are approaching the event with more caution and calculation than in years past.
A fleeting court ruling gave importers hope that Trump-era tariffs may be lifted, but with duties quickly reinstated, brands are once again left guessing what they’ll owe when shipments land.
The majority of shoppers think tariffs are harmful, according to a recent Modern Retail and Attest survey. But a significant portion of them are not making changes when buying something.
Amazon shoppers may not yet be feeling the full sting of tariffs at checkout — but signs are emerging that prices are inching higher, with a sharper surge looming this summer.