If you’re feeling stuck (unsure whether to reorder inventory, raise prices, or just hunker down), you’re not alone. On a recent call with some of the sellers we work with, that was the mood: tense, a little tired, but focused.
Everyone’s facing the same set of challenges right now. Inventory is expensive. Cash feels tight. And every decision feels like it carries more weight than it did even a few months ago.
As one seller puts it:
“Right now, it’s just an inventory game… who has the most and who can make it last.”
So let’s talk about the Amazon tariff storm.
Here’s what we’re seeing on the ground… what sellers are doing, what they’re worried about, and what might help if you’re trying to figure out your next step.
Reorders Are on Pause
A lot of sellers are hitting pause on reorders, not permanently, but long enough to ask:
“Is this really worth it right now?”
With the new round of Trump tariffs taking hold in May, many sellers who rely on China-based suppliers are seeing costs spike, sometimes overnight. You’ve got tariff bills coming due before the goods even land. In some cases, shipments are getting held while people scramble to figure out how to pay a duty bill they didn’t budget for.
That’s pushed some businesses to sit tight. Orders that were ready to go? They’re still sitting in factories.
It’s not out of panic, it’s caution. And in some cases, it’s survival.
Sellers are asking harder questions than they were before. Should we raise prices? Hold the line and eat the margin? Bundle instead? What happens if our competitors—especially overseas ones—don’t raise prices at all?
There are no perfect answers. But sellers are finding ways to keep moving forward. Here’s what that looks like.
Sellers Are Going Back to Basics
The through-line from our client call was this: simplify, focus, protect cash.
No one’s making big bets right now. They’re making smart ones.
They’re sitting down and doing the work—SKU by SKU—figuring out which products are still worth investing in and which ones might need to be phased out.
They’re tightening up cash flow forecasting, not just for next quarter, but for the next 8 to 12 weeks. Weekly forecasts are becoming the norm. If you’re not watching your cash weekly, you’re flying blind.
And they’re not rushing to raise prices across the board. Some are bundling products to increase average order value (AOV) without scaring customers away. Others are testing small price increases and watching conversion rates closely.
At MuseMinded, these are the exact things we’re helping clients work through. Whether it’s margin analysis or weekly forecasting templates, our focus right now is giving sellers a clear way to make profitable, grounded decisions, without the panic.
Ad Spend Is Being Rethought
This came up a lot on the call. Sellers are finally saying what many have been thinking:
“I’m spending a ton on ads, and I don’t actually know if it’s helping.”
Some are pulling back 50% or more on ad spend. One seller said they cut spend by 75%, and sales didn’t drop nearly that much. Another dropped from 35% of sales in ad spend to 12%, (cut revenue in half, yes) but actually turned a profit for the first time in a while.
At MuseMinded, this is something we talk about all the time. Most Amazon sellers are overspending on ads, and it’s not their fault. Amazon’s entire ad platform is built to encourage more spend, not necessarily better results.
We’ve created a benchmark guide that helps sellers check whether their return on ad spend (ROAS) is actually in line with what we’d recommend based on their size and margin structure.
If your ad spend feels like it’s ballooned with no payoff, it’s worth a closer look.
Canada (and Other Markets) Are Looking More Attractive
While some sellers are slowing things down in the U.S., others are quietly leaning into expansion, just not in the usual places. Canada came up multiple times on our call as a surprisingly smooth option. One seller shared that FBA Canada now makes up 10% of their total revenue with very little additional effort or ad spend.
You don’t need to start a Canadian entity to make it work. You just need to register for a GST/HST number, ship into FBA Canada, and keep using your U.S. business structure. We’re helping several clients do this now, and it’s been one of the few bright spots in an otherwise tough season.
It's Okay to Shrink (If It Means You’re Profitable)
There’s been a quiet shift in mindset among a lot of sellers. Growth-at-all-costs is giving way to something more sustainable.
As one seller said:
“If we’re 50% smaller but finally profitable? I’m fine with that.”
That may sound like a concession, but in reality, it’s a smart strategy. Shrinking revenue isn’t a failure if it means stabilizing cash, cutting unprofitable SKUs, and reclaiming margin.
We’ve been helping sellers reframe their P&Ls and rework their targets. In a moment like this, protecting your bottom line matters more than hitting last year’s top line.
Where This Leaves Us
This isn’t easy. And there’s no clear playbook for what happens next. But what stood out in our conversation was the quiet confidence, sellers choosing to slow down, get sharper, and adapt.
No one’s throwing in the towel. They’re just being more selective, more cautious, and more focused on staying profitable, even if that means shrinking a little for now.
And honestly? That’s smart.
If you’re going through similar questions—about pricing, inventory, cash flow, or ads—we’re here to help. These are the kinds of conversations we’re having every week with clients. If you want to talk through what makes sense for your business, reach out.
Book a call with our team and let’s make a plan that actually fits your business.
Until next time.
