Market note: the sharp tariff increases and the end of the de minimis threshold described below affect mainly the US market (as of June 2026). Anyone importing into the EU is subject to EU customs law, with its own duty rates, import VAT and IOSS for low-value consignments, so the specific figures differ considerably. The strategic principles (landed cost calculation, gradual price adjustment, diversification) apply to both markets.
Tariffs hit Amazon sellers harder than many other merchants, because Amazon's price environment is transparent, contested and unforgiving. When your import costs rise you cannot simply pass them on quietly: every price increase is immediately visible to buyers and competitors. In a period of rising tariffs, the right strategy therefore decides margins and survival. This article covers what works hardest.
Why the position is tense in 2026
The tariff environment has tightened considerably for importers. Import charges have risen sharply on numerous product categories, drastically in individual cases. Particularly relevant: the former duty-free threshold for low-value consignments (de minimis) has fallen away for affected countries of origin, so even small shipments have to be cleared in full. For sellers sourcing from affected countries that means noticeably higher landed costs. One caveat: duty rates and rules change frequently, so always check the provisions currently in force for your specific products and countries of origin.
1. Calculate real landed costs per SKU
The first and most important step is clarity about actual costs. Calculate the full landed cost for every product (every SKU): product price, freight, duties under the current tariff classification, import charges, FBA fees and returns. Only once you know your true cost base can you decide soundly about prices and range. Many sellers calculate with outdated duty assumptions and notice too late that the margin has gone.
2. Raise prices, but in steps
The reflex to lift prices in one jump is dangerous. A sudden price step makes the conversion rate drop, and falling conversion pulls the organic ranking down with it, so you lose twice. Smarter is to adjust prices in steps and test them, watch the effect on conversion and ranking, and so find the point at which margin and volume stay in balance. Panic repricing destroys value, controlled adjustment preserves it.
3. Diversify sourcing
Dependence on a single country of origin is a large risk in a volatile tariff environment. Many brands look at alternative sourcing countries such as Vietnam, India or Mexico to reduce the duty burden. It does not run by itself: new suppliers bring quality risk, longer lead times and new compliance questions. As medium-term protection against tariff shocks, though, diversification is one of the most effective measures available.
4. Tighten advertising efficiency and costs
When tariffs squeeze the margin, every other cost centre matters more. Tighten your advertising: eliminate waste through negative keywords, clear out inefficient campaigns, improve conversion. Every euro saved on wasted ad spend offsets part of the higher import cost. Packaging and logistics optimisation (cheaper FBA size tiers, fewer storage fees) helps close the gap too.
5. Plan stock and scenarios
Rising tariffs force a difficult trade-off: buy ahead of an increase (which ties up capital and risks overstock fees) or wait and carry the higher cost. Rather than guessing, run scenarios. What happens to reorder timing and margin if landed costs rise by 10, 20 or 30 percent? With scenarios like that you make deliberate decisions rather than reflexive ones. For bestsellers a targeted buffer stock can make sense.
Conclusion
Rising tariffs are a serious burden for Amazon importers, and no reason for panic. The route runs through five steps: calculate real landed costs per SKU, adjust prices in steps rather than in one jump, diversify sourcing, tighten advertising and logistics efficiency, and plan stock with scenarios. Combine those and you protect your margin without sacrificing conversion and ranking. And because customs rules change continuously, one point holds more than ever: check the current provisions and revisit the calculation regularly. This article is general strategic orientation, not customs or tax advice.
