As the e-commerce landscape continues to shift, Amazon sellers are facing a complex blend of challenges this spring—from rising tariffs and evolving ad strategies to the unexpected return of restock limits. This week’s industry roundup uncovers how sellers are recalibrating in real-time to protect profitability and maintain visibility.
The Quiet Return of Restock Limits
After months of operational freedom, reports suggest that Amazon has quietly reinstated restock limits on a per-ASIN basis, echoing the restrictions seen during the peak of the COVID-19 pandemic in 2020–2021. Marketplace Prep and other seller communities began flagging shipment blocks and tighter inventory caps—approximately 90 days’ worth—starting April 2025.
What’s fueling the frustration isn’t just the restriction itself, but the lack of transparency. Sellers report conflicting metrics, unclear thresholds, and no formal communication from Amazon. As we approach peak selling periods, this ambiguity is pushing many brands to reassess how they manage inventory and warehouse space, especially those already strained by rising fulfillment and sourcing costs.
Amazon Softens Buy Box Penalties Amid Tariff Pressure
On the pricing front, there’s been a notable policy shift. In response to escalating tariffs on Chinese imports, many sellers were forced to raise prices quickly—only to find themselves penalized by Amazon with Buy Box suppression.
However, recent reports indicate Amazon is easing those restrictions.
Sellers have begun regaining the Buy Box even after maintaining 20–25% price increases. One home furnishings brand saw widespread Buy Box loss after responding to 145% tariffs with price hikes, but by early May, their listings had recovered visibility without any price rollback.
This quiet reversal suggests Amazon may be adjusting its enforcement to allow for more pricing flexibility amid geopolitical cost pressures—possibly in response to public scrutiny or seller feedback.
Despite Tariffs, Prices Hold Steady—for Now
Interestingly, even with rising costs, we’re not seeing a sweeping increase in Amazon prices just yet. Tracking data from tools like Keepa and CamelCamelCamel shows only modest increases in specific categories, such as automotive and arts & crafts.
Why are prices relatively stable?
- Sellers are still working through older, tariff-free inventory.
- Amazon’s fair pricing policy continues to act as a deterrent against aggressive markups.
- Many sellers are waiting to see if tariff rollbacks are coming.
Instead of direct hikes, sellers are getting creative. Some are updating pricing tools to raise minimum thresholds, adjusting product messaging to emphasize “value,” or exploring transshipping and other logistical strategies to adjust country-of-origin classifications.
Advertising Budgets Shift as Tariffs Reshape Strategy
As inventory and pricing pressures rise, brands are responding by rethinking how and where they advertise.
According to recent reports from Pacvue and DigiDay, U.S.-based sellers are increasing their investment in Amazon’s ad platforms—especially Sponsored Products, Sponsored Brands, and the DSP (Demand-Side Platform). In Q1 2025:
- Sponsored ad spending rose 9% year-over-year.
- Amazon DSP investments jumped 25.4%.
- Prime Video ad spend surged 29% quarter-over-quarter (according to Tinuiti).
This shift is happening just as Chinese competitors Temu and Shein are pulling back. In anticipation of the end of the de minimis exemption (which allowed duty-free imports under $800), both platforms slashed their U.S. ad budgets—particularly on Google Shopping—and announced price increases effective late April.
With less ad competition from these aggressive discount players, U.S. brands may find more breathing room in the performance advertising space.
The Balancing Act: Inventory, Pricing & Agility
Between the reappearance of restock limits, rising import tariffs, and strategic shifts in advertising, Amazon sellers are being pushed to become more agile than ever. They’re navigating a delicate balance of:
- Avoiding overstock while ensuring inventory availability
- Adjusting prices without risking Buy Box suppression
- Maximizing ROI through smarter, more targeted ad spending
And while signs of potential tariff relief—hinted at by President Trump and Treasury Secretary Scott Bessent—may bring hope, sellers are preparing for both scenarios: a softening of trade tensions, or a prolonged period of economic pressure.
Final Thoughts
Amazon’s ecosystem is evolving quickly, and sellers who can respond to new restrictions, policy shifts, and market opportunities with speed and strategy will be best positioned to thrive.
If your brand is looking to navigate these changes—whether it’s managing restock limits, optimizing ads under budget constraints, or rethinking pricing strategy—now is the time to act. Contact our expert Amazon consultants today! Flexibility and foresight are no longer optional; they’re essential.
