REPORT

Track Amazon’s Tariff-Driven Shifts to Stay Competitive

The Jungle Scout Tariff Index offers a real-time view into how tariffs are influencing Amazon’s marketplace — from average selling price changes to shifts in seller share and evolving consumer behavior. Stay ahead by monitoring category-level data on ASPs, revenue share, and product origin trends.

What You’ll Learn:

  • Key Data Points for Navigating Tariff Impacts
    How ASPs, seller mix, and revenue share are shifting by category — and how to respond strategically.

  • How to Protect Margins and Future-Proof Your Strategy
    Explore warehousing, sourcing, and pricing levers to adapt in real time.

  • Tips for Capturing Consumer Demand for U.S.-Made Products
    Align marketing and product positioning to meet rising consumer preference for domestically sourced alternatives.

Last Edition: August, 2025

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Key Takeaways

The U.S. still leads in total Amazon revenue — but the margin is narrowing

As of June 15, U.S.-based sellers account for 38.4% of total Amazon revenue (1P + 3P), while China-based sellers have climbed to 35.1%. The lead is shrinking fast — driven by China’s 48.9% share of 3P revenue and a wave of seller consolidation. Despite thousands of China-based sellers exiting categories like Office Products and Sports & Outdoors, top storefronts are scaling efficiently and regaining ground.

ASP growth has slowed — signaling a new pricing standoff

Average selling prices have plateaued since May, with China-based ASPs down -0.25% and U.S.-based ASPs down -0.4% compared to the previous six-week average. This reflects a broad pricing freeze as sellers hold off on increases, likely absorbing costs or waiting for clarity ahead of the next tariff snapback on August 1.

“Made in USA” momentum has plateaued — but still holds opportunity

Search volume for “Made in USA” products spiked 5X in May but has since leveled off. Product listings with the phrase remain elevated, but conversion gains are uncertain. For brands with credible U.S. manufacturing or assembly, the window is still open to optimize listings, align SEO, and reinforce trust — but the shelf life of this sentiment may be short.

The Battle for Control on Amazon in 2025

  • The rise of China-based sellers and their growing share of Amazon’s GMV
  • The hidden impact of 3P reseller density on pricing, visibility, and control
  • New U.S. tariff rules are forcing supply chain shifts and seller strategy pivots
  • Brand protection strategies against dupes, IP threats, and Buy Box hijackers
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