Amazon CEO Andy Jassy Signals Rising Prices From Tariffs

Amazon shoppers may soon feel the pinch at checkout. CEO Andy Jassy confirmed that tariffs imposed on imports in early 2025 are beginning to influence product prices. According to Jassy, the inventory Amazon and third-party sellers stocked to shield customers from price hikes has largely “run out,” meaning the extra costs are slowly reaching consumers.

This admission comes amid growing concerns over how trade policies are impacting everyday Americans. With tariffs and new import rules tightening, online shoppers could face higher costs sooner than expected.

How Early 2025 Purchases Kept Prices Low—Until Now

To minimize the effect of tariffs, Amazon preordered a large portion of its inventory in early 2025. This move temporarily insulated customers from price increases, allowing items to remain affordable despite new trade restrictions.

“Once those supplies are gone, you start to see some of the tariffs creep into some of the prices,” Jassy explained during a CNBC interview. For many shoppers, this could mean the first noticeable uptick in prices across electronics, household goods, and other imported items.

Most Tariff Costs Hit Consumers Directly

A recent economic study revealed that foreign exporters absorb only a tiny fraction—around 4%—of tariffs. The remaining 96% of the cost is passed on to buyers.

“Some sellers are deciding that they’ll pass on those higher costs to consumers, while others are absorbing it to maintain demand,” Jassy said. The variation means some items may see immediate price increases, while others could remain steady for a limited time.

Closing the “De Minimis” Loophole Adds Pressure

President Donald Trump’s executive order to eliminate the “de minimis” loophole last August further limits duty-free imports. Low-cost goods that previously entered the U.S. without tariffs now face fees, increasing costs for both Amazon and its sellers.

According to Jassy, these changes leave limited options for controlling prices. “If people’s costs go up by 10%, there aren’t a lot of places to absorb it,” he said. This suggests that consumers may encounter broader price increases across a wider range of products in the coming months.

Amazon’s Strategy to Keep Prices Reasonable

Despite rising tariffs, Amazon plans to work closely with third-party sellers to limit price jumps wherever possible. Jassy emphasized that the company remains committed to delivering value for customers, even in a challenging trade environment.

“We’re going to do everything we can to work with our selling partners to make prices as low as possible for consumers—but you don’t have endless options,” he added. This approach could help soften the blow but won’t fully shield shoppers from the long-term effects of tariffs.

What This Means for Consumers

For shoppers, the takeaway is clear: products imported from overseas may become noticeably more expensive. Electronics, clothing, and household goods are likely the first to reflect tariff-related cost increases. Consumers who want to avoid sudden spikes may consider budgeting carefully or purchasing items before inventories shrink further.

As tariffs continue to shape the retail landscape, monitoring price trends and staying informed about trade policies can help shoppers make smarter choices. Amazon’s early warning provides a glimpse into how global trade decisions directly affect everyday shopping experiences.