An Amazon spokesperson told Reuters that it is having a “strong response from selling partners to Prime Day 2025.” But the Reuters reporters, who spoke to four merchants and six consultants who collectively advice hundreds of Amazon sellers, said merchants are pulling back from Prime Day for the first time this year due to the impact tariffs are having on their profit margins.
One merchant told Reuters that he’s holding back merchandise he imported before tariffs took effect on April 9 to sell later at full price. “The China tariffs, which stand at 145%, will more than double his costs of goods on newly imported merchandise, making it “unaffordable,” he said,” according to the article.
It isn’t known how many (or what percentage) of sellers this applies to, but CNBC reported on Friday that sellers are raising prices in response to tariffs – so it follows that some sellers would not want to participate in a major sales event where discounts are required.
CNBC reported that “About 25% of price increases in recent weeks have come from sellers based in China, according to SmartScout data,” and it said, “Many U.S.-based sellers are looking for new suppliers in countries like Vietnam, Mexico and India.”
Amazon has yet to announce the date of Prime Day 2025, which is expected to be held in mid-July; but it has announced that the sale, usually a 2-day event, will be a 4-day sale this year.
