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   'You dont have endless options': Amazon CEO Andy Jassy warns tariffs are   
   already raising prices   
      
   Date:   
   Wed, 21 Jan 2026 12:30:00 +0000   
      
   Description:   
   Stockpiling bought consumers some time, but Trump's tariffs are pushing up   
   prices across retail now.   
      
   FULL STORY   
      
   Amazon CEO Andy Jassy has warned import and export tariffs imposed by the   
   Trump adminsitration are now starting to be reflected in the company's    
   product prices, adding to financial pressure for customers everywhere.    
      
   "You don't have endless options," he explained in an interview with CNBC .   
   ahead of the Davos economic forum.    
      
   Jassy recently explained tariffs had not initially affected consumer prices,   
   thanks to stockpiling efforts. However with no easing on tariffs, prices   
   remain high and stock low.   
      
   Trump tariffs are having a knock-on effect for consumers   
      
   Although companies like Amazon had previously stockpiled inventory before   
   price hikes to prolong lower prices as much as possible, supplies are running   
   out and tariff-influenced prices are becoming commonplace.    
      
   This is now leaving vendors with two choices  either to pass on those higher   
   costs to consumers, or to absorb them.    
      
   Jassy explained Amazon's approach will be to pass on those costs to    
   consumers, with the CEO explaining that thin retail margins make it    
   impossible to absorb extra costs. With retail operating on mid-single-digit   
   margins, a 10% cost increase is pretty catastrophic.    
      
   Retail trade groups had already previously warned that tariffs could lead to   
   higher prices and reduced product availability. "I think you're starting to   
   see more of that impact," Jassy added.    
      
   As a result, shopping behavior has changed in recent months, with a greater   
   concentration of buying cheaper items and delayed purchases of premium   
   products.    
      
   The PC industry is also undergoing similar pressure with stock dwindling as   
   manufacturers focus on high-value AI components. The result is that high-end   
   products with bigger margins are slightly more insulated against price   
   fluctuations, while budget devices are being stripped back with inferior   
   components to stay at their low price points.    
      
   ======================================================================   
   Link to news story:   
   https://www.techradar.com/pro/you-dont-have-endless-options-amazon-ceo-andy-ja   
   ssy-warns-tariffs-are-already-raising-prices   
      
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