The Tariff Transparency Tango: What Amazon's Non-Move Means for Your Business

    Amazon’s brief experiment with tariff transparency—and the political firestorm that ended it—offers important lessons for SMEs navigating global trade.

    April 30, 2025•The Tariff Research Company
    The Tariff Transparency Tango: What Amazon's Non-Move Means for Your Business

    The Tariff Transparency Tango: What Amazon's Non-Move Means for Your Business

    As small and medium-sized business owners navigating the complexities of the e-commerce landscape, you're no strangers to the ever-shifting tides of global trade. Recently, a ripple of news regarding Amazon and tariff transparency has likely caught your attention. Reports surfaced suggesting that the e-commerce giant was considering displaying tariff costs directly to consumers alongside product prices.1 This potential move, initially highlighted by Punchbowl News, indicated that Amazon might show the precise amount of tariff contributing to the final price, offering an unprecedented level of clarity.1 Such a step could have illuminated the direct impact of tariffs on the everyday costs of goods purchased through the platform.

    However, this prospect was met with an immediate and forceful reaction from the White House. Press Secretary Karoline Leavitt swiftly condemned the reported plan, labeling it a "hostile and political act".2 The White House questioned the timing of this potential transparency, inquiring why Amazon hadn't considered a similar display during the period of high inflation under the Biden administration.2 Adding to the tension, the administration also accused Amazon of having a partnership with a "Chinese propaganda arm".2 Reports even indicated that President Trump himself contacted Jeff Bezos to voice his displeasure regarding the reported plan.5 The swift and strong reaction from the White House suggests a significant concern about how the public perceives the impact of tariffs and a potential desire to control the narrative surrounding these policies. The administration's pointed questions and accusations imply a politically charged environment surrounding the issue of tariff transparency.

    Within hours of the initial report and the White House's reaction, Amazon issued a firm denial, stating that it had no plans to display tariff costs on its main website.2 The company clarified that the idea of listing import charges was only considered for its "ultra low cost Amazon Haul store" and was ultimately never approved or implemented across any of its platforms.2 Following Amazon's denial, President Trump remarked positively about his conversation with Jeff Bezos, indicating that the "problem" had been resolved quickly and to his satisfaction.5 Amazon's rapid backtracking, especially after direct communication with the President, underscores the significant influence that political pressure can exert on major business decisions. The fact that the concept was even entertained for Amazon Haul, a direct competitor to budget-friendly platforms like Temu and Shein, suggests an underlying awareness of the growing expectation for tariff transparency within certain segments of the online retail market.

    The initial consideration by Amazon to display tariff costs could have stemmed from a desire to enhance transparency for consumers, particularly in light of the ongoing discussions and debates surrounding tariffs.2 By making these costs visible, Amazon might have aimed to educate shoppers that any price increases were a direct result of tariffs, rather than arbitrary markups by Amazon or its sellers.2 Furthermore, this could have been interpreted as a subtle way to highlight the tangible impact of the current administration's trade policies on consumer spending.2 Providing such information could have positioned Amazon as a platform committed to openness, potentially fostering greater trust among its user base.

    However, the swift denial and retraction by Amazon strongly suggest that the intense and immediate pushback from the White House played a decisive role.2 For a company of Amazon's magnitude, maintaining a positive relationship with the government is often paramount, and the potential for negative repercussions likely outweighed the perceived benefits of widespread tariff transparency.30 It's also plausible that the consideration was indeed limited to Amazon Haul as a strategic response to the pricing practices of competitors like Temu and Shein, which are already known to display import charges.11 This suggests a more targeted approach to price transparency, possibly driven by competitive pressures within a specific market segment.

    For small and medium-sized businesses selling on Amazon, understanding the implications of tariffs is crucial for navigating the current economic landscape. Tariffs are essentially taxes imposed on imported goods, and these costs are frequently passed on from importers to consumers in the form of higher prices.12 The imposition of tariffs can also create disruptions and increase costs throughout the supply chain, directly affecting the operational efficiency and profitability of SMEs.12 A significant example is the current 145% tariff on many goods imported from China, a policy that has a substantial impact on businesses that rely on this sourcing.2 Furthermore, the elimination of the "de minimis" exemption for goods valued under $800 from China and Hong Kong means that even smaller shipments are now subject to tariffs, adding another layer of complexity and cost for SMEs.11

    These tariff changes inevitably affect the pricing strategies and overall competitiveness of SMEs on the Amazon platform. Businesses might find it necessary to increase their prices to offset these higher costs.36 However, raising prices too significantly can lead to the loss of the coveted Buy Box on Amazon, impacting visibility and sales.44 SMEs might also face a competitive disadvantage compared to larger businesses that possess greater negotiating leverage with suppliers or have the resources to explore alternative sourcing options more readily.6 Reports indicate that many Amazon sellers have already begun to increase their prices in direct response to the implementation of these tariffs.11

    The decision by Amazon not to display tariff costs to consumers on its main platform has several implications for SMEs. Without this transparency, customers might be left confused or frustrated by price increases, potentially attributing them to the sellers rather than the underlying tariffs.20 This lack of clarity could mean that SMEs bear the brunt of customer dissatisfaction, even though the tariff policies are the root cause of the higher prices.20 However, this situation also presents an opportunity for SMEs to take the initiative and be more transparent with their customers directly about any price adjustments related to tariffs.38

    Even though Amazon has opted not to implement widespread tariff display, there are potential benefits for individual SMEs in embracing transparency. Being upfront about tariff-related price changes can foster greater trust and understanding with customers.11 Interestingly, other platforms and retailers are adopting different approaches. For instance, low-cost marketplaces like Temu and Shein have reportedly begun to include "import charges" or tariffs as part of their pricing structure.11 Temu even distinguishes between products shipped from local warehouses (which don't incur import charges) and those that do 25, while Shein displays a banner at checkout indicating that tariffs are included in the price.25 This suggests that in the highly competitive budget market, providing clarity on import-related costs is becoming a standard practice, and Amazon's consideration for Amazon Haul might have been influenced by these trends. Beyond these platforms, some retailers are also introducing explicit "tariff surcharges" as a separate item during the checkout process 14, with examples like Dame and Libertyville Coffee Co. adopting this method.14 Consumer reactions to such surcharges have been varied 75, indicating that the manner of implementation and communication is critical.

    Given this landscape, here are some actionable steps that small and medium-sized business owners selling on Amazon can consider:

    First, it is essential to recalculate your landed costs to fully understand the impact of the new tariffs on your bottom line.42 Make sure to factor in all applicable tariff rates, including the significant tariffs on goods from China, and account for the elimination of the de minimis exemption for shipments from China and Hong Kong under $800.11

    Next, review your pricing strategies carefully. Consider making incremental adjustments to your prices rather than implementing large, sudden increases that could deter customers.36 It's also crucial to continuously monitor the pricing of your competitors to ensure you remain competitive within the Amazon marketplace.42 If your margins allow, consider absorbing a portion of the increased costs to maintain your market share and sales volume.36

    Exploring options to diversify your supply chains is another critical step. Investigate potential alternative suppliers in countries that are not subject to high tariffs or consider the feasibility of sourcing products domestically if possible.38

    Effective inventory management will be more important than ever. Implement careful demand forecasting to avoid overstocking inventory that has become more expensive due to tariffs, which can strain your cash flow.42

    Enhance your product listings and marketing efforts to highlight the unique value proposition and selling points of your products. This can help justify any necessary price adjustments to your customers.46

    Finally, consider direct communication with your customers regarding any potential price changes that are a result of tariffs. Transparency can go a long way in maintaining trust and loyalty.38

    Key Table:

    Country/Region

    Tariff Rate

    Notes

    Snippet IDs

    China

    Up to 145%

    On many imported goods

    2

    China & Hong Kong

    De Minimis Exemption Eliminated

    For goods under $800

    11

    Most Other Countries

    Minimum 10%

    Universal tariff

    2

    As you navigate these changes, remember that staying informed and proactive is key. By carefully analyzing your costs, adjusting your strategies, and maintaining open communication with your customers, you can build resilience and continue to thrive in the dynamic world of e-commerce. To gain a more detailed analysis of how tariffs impact your specific products, we encourage you to explore our Essential Tariff Report.

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