Amazon shoppers are searching for USA-made goods far more than a year ago, but that interest has not yet turned into much more buying, Modern Retail reported on May 7, 2025.
The numbers
- E-commerce analytics firm SmartScout found searches for “made in USA products only” up 220% year over year. “Made in America products only” was up 130%.
- Amazon consultant Jason Boyce of Avenue7Media said his agency saw five times the “made in the USA” search volume compared with the same month a year earlier.
- Sellers are moving “Made in USA” stamps and flag imagery to the first or second product photo instead of the fourth or fifth.
- Cell Phone Seat, which makes a cupholder phone mount in Detroit, added a hero image that says “no tariffs applied.”
- Vyper Industrial founder Dayne Rusch said he hopes Amazon adds a country-of-origin badge like its “Small Business” badge.
“There’s a lot of curiosity about ‘Made in the USA,’ but it’s not driving a lot of revenue growth.”
Jason Boyce, Avenue7Media, to Modern Retail
The story noted that Etsy and Shopify had added tools to help shoppers find domestic products or filter by country of origin.
Why it matters for Made in USA
Search interest shows shoppers want to find USA-made goods. Whether they pay more for them is a separate question. Sellers adding badges should also make sure the claim meets the FTC’s all or virtually all standard. Related: a test where no one bought the USA-made version.
FAQ
How much did searches rise?
SmartScout said “made in USA products only” searches rose 220% year over year on Amazon.
Are sales up too?
Sellers and analysts said curiosity was not yet translating into broad sales growth.
What are sellers changing?
Many are moving “Made in USA” badges and flag images to the first product photos.
Source & credit
Source: Modern Retail, May 7, 2025: “‘Made in USA’ is trending on Amazon, and sellers are leaning in”, by Allison Smith. Also published by Digiday.