NextFin News - Speaking at the World Economic Forum in Davos, Switzerland, on January 20, 2026, Amazon CEO Andy Jassy revealed that the trade policies of U.S. President Trump are beginning to exert tangible upward pressure on product prices across the company’s massive e-commerce platform. In an interview with CNBC’s Becky Quick, Jassy explained that while many of the two million third-party sellers on Amazon initially mitigated the impact of new levies by stockpiling inventory throughout 2025, those reserves have now largely been depleted. Consequently, the "tariff creep" is transitioning from a corporate balance sheet concern to a direct consumer cost, as sellers find themselves with fewer options to absorb the rising expenses of imported goods.
The timing of Jassy’s remarks coincides with a period of heightened trade volatility. According to Reuters, U.S. President Trump has recently expanded the scope of his trade agenda, including new 10% import tariffs on goods from several European countries, set to rise to 25% by mid-year. This follows the already stringent levies placed on Chinese imports, which in some categories have reached as high as 125%. For Amazon, which hosts hundreds of millions of items, the impact is not uniform but is increasingly visible in discretionary categories like electronics and apparel, where global supply chains are most deeply integrated.
The shift in pricing strategy among Amazon sellers marks a critical inflection point in the current economic cycle. During the first year of the administration, the retail sector benefited from a "buffer period" where goods imported prior to the inauguration of U.S. President Trump were sold at legacy prices. However, the depletion of this "pre-tariff" inventory forces a fundamental choice: maintain volume by sacrificing margins or protect profitability by raising prices. Jassy noted that while some larger entities continue to absorb costs to protect market share, a growing segment of small and medium-sized enterprises (SMEs) has begun passing these costs to the end-user. This is particularly evident among Chinese vendors, who represent a significant portion of Amazon’s third-party ecosystem and are now facing the most aggressive tariff brackets.
From an analytical perspective, this "tariff creep" is likely to trigger a secondary wave of supply chain restructuring. The initial response to the trade policies of U.S. President Trump was a rush to front-load imports, but the current phase involves a more permanent "de-risking" from high-tariff jurisdictions. Data from industry observers suggests that sellers are increasingly exploring manufacturing hubs in Vietnam, India, and Mexico to bypass direct U.S.-China trade barriers. However, these transitions are neither swift nor cost-free. The capital expenditure required to relocate production lines and establish new logistics networks often results in temporary price spikes, further contributing to the inflationary environment Jassy described.
Furthermore, the impact on consumer behavior is starting to manifest in "brand switching." As prices for premium or imported brands rise, Amazon’s internal data indicates a migration toward lower-cost alternatives and private-label goods. This trend could paradoxically benefit Amazon’s own "Amazon Basics" line if the company can leverage its scale to keep those prices stable longer than third-party competitors. Nevertheless, the broader macroeconomic risk remains significant. Analysts from major financial institutions, including JPMorgan, have suggested that sustained tariff pressure could keep inflation metrics elevated throughout 2026, potentially delaying anticipated interest rate cuts by the Federal Reserve.
Looking ahead, the retail landscape under the administration of U.S. President Trump appears headed for a period of sustained margin compression. If the administration continues to use tariffs as a primary tool for industrial policy, the "Amazon effect"—traditionally known for driving prices down through efficiency—may be neutralized by the "tariff effect." Jassy’s comments serve as a bellwether for the broader retail industry, suggesting that the era of cheap, frictionless global trade has been replaced by a more fragmented and costly reality. For consumers, the primary takeaway is clear: the inventory-driven price stability of 2025 has ended, and the true cost of the new trade regime is now appearing on the digital checkout screen.
Explore more exclusive insights at nextfin.ai.