'Made in USA' is trendy at Amazon and sellers bend

Jason Boyce, an experienced Amazon dealer who is now heading Avenue7Media, a consulting company for seller, also said that his agency recorded five times the search volume for “Made in the USA” compared to the same month of last year.

Although these figures indicate that consumers' demand is increased in America, industry experts say that curiosity does not yet match widespread buying behavior.

“There is a lot of curiosity about” Made in the USA “, but it doesn't drive much sales growth,” said Boyce. “I don't think this group of customers [who buy American-made goods] At least not yet. “

Scott Needham, the founder of SmartScout, agreed. “Perhaps people just want to browse and see what is actually done in the USA – not actually buying something, but only to find out what is possible, what is possible to buy from the USA.”

The search volume spike has triggered a new round of marketing experiments for brands. Avenue7Media recently started with the keywords “Made in USA” etwas, which had previously avoided due to poor performance, because Amazon customers are usually more interested in finding the cheapest article than concentrating where the product was manufactured. “This significant increase in this tip of the traffic made it interesting for us to test it with customers,” said Boyce.

He added that brands also update product images in order to absorb stamps “Made in USA” or patriotic graphics in their Listing galleries. In the past, such branding may have occurred in the fourth or fifth slot of a product, if at all. Now brands are moving these visuals to the first or second picture to make it clear to buyers immediately.

This approach corresponds to what Dayne Rusch, founder of Vyper Industrial, sees. “There is great pressure to update creative update at the moment to really put the flag in the foreground,” said Rusch.

Under this is Scott Mcintosh, owner of mobile phone Seat, who produces his Viral Cupholder Phone Mount in Detroit, Michigan. Mcintosh told Modern Retail that he updates marketing content on Amazon to apply for more in the “Made in America” ​​messages, including a new heroic image that contains the language “applied”. He also plans to update his SEO in such a way that she has included “Made in America” ​​in his product lists, including the title.

Vyper, which produces industrial products domestically, has recently recorded an increase in sales, which partly represents Rusch on the growing consumer awareness where their products come from. “Historically, it wasn't that effective,” he said. “But now everyone is talking about it.”

At least one brand, Carrywell, which produces its headquarters in Miami, Florida, and its goods in Cambodia, even added the product lists for product lists “not made in China”. The new tariffs announced in April include 145% for many Chinese goods, an astonishing number that far exceeds the import tax used for products from other nations.

Despite the increasing curiosity of consumers for goods produced with America, there are some challenges. Among them the main actor: Amazon's core customer trunk was historically driven by price and convenience and not concerns of the country of origin. For eight years in a row, Amazon has been the cheapest online retailer with an average price of 14% compared to its competitors, according to the e-commerce analysis company Profitero. In other words, the curiosity alone may not be enough to convince price-conscious Amazon buyers to click on “Buy now” on goods made in America.

Rusch said he hoped Amazon will implement a Morten badge of the origin in order to emphasize the brands produced by America even more, similar to the “small business” bathroom offered by him. Overall, Amazon said relatively little publicly about tariffs, although some sellers recently asked how Trump's trade war had acted on her business, as modern retail previously reported.

Andy Jassy, ​​CEO of Amazon, announced CNBC in an interview at the beginning of this month that the company prioritized the priority of prices for customers. This included “some strategic forward inventory purchases” and newly negotiated terms with suppliers, he said.

Some of the rivals of Amazon have introduced paths for consumers and sellers to navigate the complexity of tariffs. Etsy, for example, made it easier for buyers to find domestic products by taking local dealers on their website and app via curated shopping pages and sellers. Similarly, Shopify has introduced new functions, including tools with which the tasks at the cash register and filter products are managed according to the country of origin.

While the SmartScout data in the increasing interest in “Made in USA” show in categories such as kitchen dishes and clothing, Needham said that interest is not always intended. “We need more time to know whether this is a flash in the pan or a persistent trend,” he said.

At the moment, brands manufactured in the USA bend at the moment, but with tempered expectations. As Rusch put it: “It is a strange cultural shift. We will see whether it stays or not.”