As tariffs elevate the cost of imported goods, Amazon customers are showing a marked interest in the origin of products, particularly American-made items. Searches for phrases like "made in USA products only" increased by 220% year-over-year, indicating heightened curiosity. However, experts like Jason Boyce caution that this interest may not translate to significant purchases, suggesting that many consumers are using these searches more for discovery rather than intent to buy. Brands are reacting by experimenting with marketing strategies focusing on 'Made in USA' keywords and updating product images accordingly.
"There's a lot of curiosity about 'Made in the USA,' but it's not driving a lot of revenue growth," Boyce said. "I don't think that group of customers [who buy American-made goods] is getting any larger, at least not yet."
According to new data from e-commerce analytics firm SmartScout, discovery-oriented searches like "made in USA products only" have surged 220% year over year.
Scott Needham, the founder of SmartScout, agreed. "Maybe people just want to browse and see what's actually made in the USA - not to actually buy something, but just to discover what's possible to purchase from the U.S."
Avenue7Media recently started targeting "Made in USA" keywords for the first time - something it had previously avoided due to poor performance."
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