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.
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Key Takeaways

China-based sellers are consolidating share — despite more cautious price increases

After a brief dip in April, China-based 3P sellers rebounded across multiple categories. Their ASPs rose 0.8% when comparing the last week to the previous 6-week average, while U.S.-based ASPs remained relatively flat at just 1.15%. As of May 18, China-based sellers recaptured nearly 49% of 3P revenue share. Although their total seller count continues to decline, the growing revenue share suggests tariffs may be driving smaller players out — consolidating sales among top-performing Chinese sellers.

While China-based sellers now lead in 3P revenue share, U.S.-based sellers still lead in total Amazon revenue when 1P and 3P are combined (39% U.S. vs. 36% China as of May 18, 2025). However, that margin is shrinking — suggesting a broader market shift that brands should monitor closely.

U.S.-based brands lost share gains from early Q2

U.S. sellers briefly surpassed China-based sellers in revenue share in April but lost that lead by mid-May to see current revenue share of 45%. ASP increases remained flat, and U.S. revenue share returned to pre-tariff levels, highlighting continued competitive pressure in the wake of China-based competitive gain.

U.S. Brands Can Capitalize on Rising “Made in USA” Sentiment

Searches for “Made in USA” surged 5X following the tariff announcement, signaling growing consumer interest in domestically sourced products. For brands with credible U.S. manufacturing or assembly, this presents a clear opportunity to realign SEO, optimize product detail pages, and reinforce trust. By acting quickly on pricing, leaning into patriotic search volume, and tightening conversion strategies, U.S. brands can strengthen their competitive position in a shifting marketplace.

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
Download the report