Overview

A new consumer survey reveals that tariff policies are fundamentally changing how Americans shop online, with nearly half of consumers now supporting tariffs and 70% saying tariffs directly influence their purchasing decisions. For Amazon sellers, the findings highlight growing demand for U.S.-made products, increased price sensitivity, and a clear need for transparent product origin labeling — all factors that can make or break conversions in the current marketplace environment.

Key Points

• Tariff support has surged — Consumer backing for tariffs jumped from 34% in 2025 to 46% in 2026, even though 56% acknowledge that consumers ultimately bear the cost through higher prices.
• Shopping behavior is shifting — 70% of shoppers say tariffs now influence their buying decisions, and 57.5% have consciously tried to purchase more U.S.-made products over the past year.
• Finding domestic products is hard — Only 29% of shoppers find it "very easy" to locate Made-in-USA products online, while roughly 26% say it's somewhat or very difficult.
• Price premiums have limits — About 28% would pay up to 5% more for domestic goods, 22% would go up to 10% more, but only 9% would accept a premium above 10%. Nearly 30% say price matters more than origin.
• Mislabeling erodes trust — 40% of consumers report purchasing a product they believed was made in the USA, only to discover later that it was not.

Consumer Behavior Is Evolving

• Increased scrutiny — Over 41% now read product descriptions and labels more carefully than they did before tariffs became a front-page issue.
• Active filtering — About a third are actively using marketplace filters and search terms to find domestically made products, and 31% visit websites specifically dedicated to U.S.-made goods.
• Direct outreach — Nearly 19% are reaching out to brands directly to ask where their products are manufactured.
• Deliberate decisions — Shoppers are no longer passively accepting whatever appears in search results; they are scrutinizing listings, comparing origin claims, and making more deliberate purchasing decisions.