Tariff concerns have driven a surge in searches for "made in USA products on Amazon," though it’s unclear if curiosity will turn into purchases.
Anticipated tariffs are causing a stir among Amazon shoppers, leading them to pay closer attention to the origin of their online purchases. The latest trade figures reveal a significant surge in imports. US imports of goods and services jumped by $17.8 billion, or 4.4%, to a record $419.0 billion in March 2025, as businesses and consumers accelerated purchases ahead of expected price hikes following new tariff announcements by the Trump administration.
This rush to buy before potential price increases underscores the real concern surrounding tariffs. For sellers of products made in USA, this presents a crucial window. While shoppers actively look for domestic alternatives, sellers signal their products’ origin to capture this tariff-driven interest and stand out from the influx of imported goods.
Made in the USA products on Amazon searches spike
As tariffs drive up the cost of imported goods, Amazon shoppers are increasingly focused on where their purchases are manufactured. Featured in Modern Retail, new data and brand behavior suggest a growing, though cautious, interest in products made locally.
According to e-commerce analytics firm SmartScout, searches for discovery terms like “made in USA products only” are up 220% year-over-year. Related terms have seen similar spikes:
“Made in America products only” → +130%
“American flag made in America” → +250%
Avenue7Media, a consultancy for Amazon sellers, reported a fivefold increase in search volume for made in the USA products on Amazon compared to the same month last year. Despite this, analysts note that the growing curiosity hasn’t yet translated into substantial revenue growth.
Brands are responding by testing new marketing strategies. Some are now targeting “Made in USA” keywords once considered too low-converting to pursue.
An experienced Amazon agency can help sellers navigate this shift by optimizing listings, refining keyword strategies, and improving creative assets to highlight American-made credentials.
Product visuals are also shifting. Many sellers are moving patriotic branding, like U.S. flag stamps or “Made in America” badges, to the first or second image in their Amazon listings.
One such brand, Cell Phone Seat, is updating its hero image to include a “no tariffs applied” label and adding “Made in America” to its SEO and product titles. Others, like Vyper Industrial, are seeing modest sales increases, which they partially credit to this renewed attention to domestic sourcing.
Some companies are even using exclusionary terms, such as “Not Made in China,” to distinguish themselves amid a 145% tariff on many Chinese imports. These tactics reflect how sellers are adapting quickly to new geopolitical and economic pressures.
Still, challenges remain in converting intent into action. Amazon’s customer base remains heavily price-sensitive, with the platform maintaining a 14% average price advantage over competitors, according to Profitero.
While sellers hope for new Amazon features like a “Made in USA” badge, the company has remained largely quiet about tariff impacts, though it has surveyed some sellers on the topic. CEO Andy Jassy recently told CNBC that Amazon is focused on maintaining low prices through strategic inventory moves and supplier negotiations.
Other platforms like Etsy and Shopify have moved faster to support domestic sourcing. Etsy is curating local products for easier discovery, and Shopify has launched tools to highlight items by country of origin and streamline duty handling.
Despite the dramatic spike in search data, experts caution that it may reflect fleeting interest. For now, American made brands are leaning in, but staying realistic about how much consumer behavior will actually change.
NetChoice"In 2024, US manufacturers make only about 11% of American-bought goods."
Consumer experiment reveals reluctance to pay more for made in America products
A recent experiment by Afina, a small business selling shower heads, tested consumer willingness to pay a premium for made in USA products on Amazon. The company, facing increased costs due to tariffs on Chinese imports, offered shoppers a choice between a $129 Asian-made shower head and a $239 US-made version.
The results showed that no customer purchased the more expensive USA made product. Less than 1 percent added it to their cart, while 3,500 bought the cheaper, Asian-made option.
Navigating the nuances of "Made in USA" labels on Amazon
Proper labeling is crucial in helping shoppers determine which items are genuinely American-made, especially for those searching online and wanting to know how to find made in USA products on Amazon.
As American shoppers search for alternatives to imported goods amid rising tariffs, the “Made in USA” label is getting more attention, but the meaning of which products are made in the USA isn’t always clear. A recent NPR feature highlighted how supply chains, legal definitions, and marketing tactics can blur the line between domestic and foreign-made products.
Under Federal Trade Commission (FTC) rules, a product must be “all or virtually all” made in the US to qualify for a “Made in USA” label. This includes domestic assembly and a majority of production costs incurred within the country.
But the phrase “virtually all” leaves room for some imported components, as long as they don’t significantly alter the product’s identity. For example, a beer capped with cork from Spain still qualifies as “Made in USA” under a 1908 Supreme Court ruling.
Key distinctions in labeling include:
“Made in USA”: Requires nearly all materials and assembly to be domestic.
“Assembled in USA”: Permitted if the principal and substantial assembly occurs in the U.S., even with foreign components.
“Made in USA from Imported Parts”: Used when core components are sourced overseas but final processing occurs domestically.
Food Products: Subject to different rules. Pork and beef no longer require origin labels due to a 2015 WTO ruling.
In some industries, including food, the absence of labeling of locally made products can mislead consumers. Products like ground beef may be labeled as US-made even if the animal lived most of its life abroad before processing in the U.S.
Bilateral trade agreements such as the USMCA can also exempt certain imports from origin labeling. For example, commercial imports under $2,500 may avoid country-of-origin disclosures altogether.
As interest in domestic goods grows on platforms like Amazon, shoppers are urged to look beyond slogans and investigate labeling details. Whether driven by tariffs, patriotism, or concerns over supply chain transparency, “Made in USA” is proving to be more complicated than it appears.
