Tariffs and economic uncertainty are influencing not only how much consumers spend but also when they spend. Wayvia’s Tariffs Impact Report shows that between January and June 2025, purchase intent rates rose across general merchandise categories on Amazon but purchase rates fell as shoppers delayed buying decisions.
When Prime Day arrived, activity rebounded sharply: Consumer Electronics purchase rates rose 3.8%, Home & Garden 4.6% and Hardware 0.9% compared to 2024.
The data highlights a longer shopping journey, with consumers researching weeks in advance and holding purchases for major discount events. Holiday demand is likely to spread across a wider window, with browsing starting earlier in the season.
Tariff pressures fuel a surge in new sellers
Tariffs are also reshaping the competitive landscape. Wayvia’s data shows the number of sellers grew 15.7% in the first half of 2025, while pricing violations increased 6.9%. Smaller third-party sellers, often more agile in switching suppliers and adjusting pricing, have moved quickly into tariff-affected categories. eBay recorded broad growth in seller numbers across categories.
Amazon has been strict with policy enforcement meaning seller numbers there have declined overall across most categories. Walmart has likewise introduced AI monitoring to catch violations, a step likely to reduce seller growth though not yet visible in Wayvia’s data.
Brands may need sharper monitoring to manage how products appear online and to protect visibility and pricing integrity as third-party sellers multiply.
New sellers create challenges for AI-driven discovery
The rise of AI shopping agents is adding another layer of complexity. Wayvia reports that traffic from AI agents has risen 308% since the start of 2025, showing how quickly consumer discovery is shifting. Tools such as Amazon’s Rufus, Walmart’s Sparky, and ChatGPT are increasingly being used to recommend products.
In this environment, the influx of new entrants, especially those violating MAP policies, can have an outsized impact. AI agents surface products based on pricing, availability and relevance. If violations skew the data, disruptive sellers may gain visibility over established brands.
As AI agents gain traction, inconsistent pricing and the proliferation of sellers will shape which brands surface first. Brands should begin examining how clean product data and compliance influence their visibility in AI-driven discovery.
Tariffs stretch the path to purchase as shoppers grow cautious
Wayvia’s findings suggest a retail environment defined by longer research cycles, nervous shoppers and intensified competition. Tariffs are no longer just a pricing issue but a force reshaping shopper behavior, marketplace dynamics and brand visibility in an AI-driven era.
The complete Wayvia Tariffs Impact Report is available.
