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Fortune

Jason Del Rey

Exclusive: Amazon is no longer penalizing some top sellers for raising prices aggressively amid U.S.-China tariff war

Amazon China Donald Trump United States Fortune Andy Jassy

Amazon CEO Andy Jassy gesticulating onstage during a 2025 Alexa event. (Credit: Michael Nagle/Bloomberg--Getty Images)

Some top Amazon sellers recently got an unexpected shock after increasing their prices to offset added costs from President Trump's tariff war: The online retailing giant penalized their listings.

But this week, several of those same top sellers told Fortune that Amazon seems to have reversed itself—and is now letting them raise prices, without penalty, by as much as 25%.

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