# Amazon CEO Warns Tariffs Are Finally Hitting Consumer Prices as Stockpiles Run Dry

*2026-01-22 00:12 UTC · Business · 1 min read*

> Amazon CEO confirms tariffs now raising prices as pre-stocked inventory runs dry, with consumers bearing 96% of costs.

Amazon CEO Andy Jassy confirmed tariffs are now raising prices on the platform. Pre-stocked inventory buffers have run out, forcing sellers to pass 10%+ cost increases to consumers.

Jassy noted a shift from June 2025 when prices had not "appreciably gone up." With retail margins at mid-single digits, absorbing 10% cost increases is not sustainable. Sellers face a tough choice: erode margins or lose visibility in Amazon's algorithm.

According to the Kiel Institute, American consumers bear 96% of tariff costs while foreign exporters pay only 4%. Consumers remain "resilient" but are shifting to cheaper alternatives.

## Sources

- [fortune.com](https://fortune.com/2026/01/21/amazon-price-hikes-tariffs-2026-andy-jassy-davos/)
- [cnbc.com](https://www.cnbc.com/2026/01/20/amazon-jassy-trump-tariffs-prices-shoppers.html)

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TechTools News · https://techtools.cz/tools/news/article/14-amazon-ceo-warns-tariffs-are-finally-hitting-consumer-prices-as-stockpiles-run