#655 – 104% TARIFFS??!! and Amazon "Buy For ME" AI | Weekly Buzz 4/9/25
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Trump just dropped 104% tariff bomb on Chinese imports, the de minimis loophole is officially closing next month, and Amazon quietly rolled out a beta feature that lets its AI shop off of Amazon using your account. This and more on this week's episode of the Weekly Buzz. How cool is that? Pretty cool, I think.

Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. This is the show that is our Helium 10 weekly buzz. We give you a rundown of all the goings on in the Amazon, TikTok shop, e-commerce world. We let you know what new features that Helium 10 has and give you a training tip of the week that will give you serious strategies for serious sellers of any level in the e-commerce world. Today's host is actually going to be Shivali Patel. So, Shivali, take it away and let us know what's buzzing.

First up, we have some massive news just announced overnight coming at you from the New York Post. President Donald Trump has officially amended on executive order to raise tariffs on Chinese goods to be a staggering 104%, effective 12.01am this Wednesday. Here's the breakdown. There's a new 50% retaliatory tariff layered on top of an existing 34% reciprocal duty and an

already standing 20% import tax on Chinese goods. So if you're doing the math with me, that's a total of 104% in import duties now set to hit. President Trump made this move after China imposed its own 34% tariff on US goods, responding to his earlier announcement to slap 90 countries with reciprocal tariffs based on trade imbalances. In his words, this update is necessary, but a

appropriate to effectively address the threat to national security and economy of the United States. But that is not all. This situation does continue to rapidly evolve as Trump's speech at the National Republican Congressional Committee dinner claimed that US is already pulling in $2 billion a day from the levies.

But by the time this very podcast or video goes live, depending on where you're watching this, more updates could be on the table. Meaning that if you are an Amazon seller or a Walmart brand or a logistics partner importing any products from China, you're going to want to keep a really close watch on news even more so than usual this week. I'd urge you to recalculate margins and reassess supplier strategies.

We're stepping into unknown trade terrain and whether or not this is going to stick or shift again, well, proactive preparation is really going to be your golden key here. Now, while Trump's 104% tariff announcement is the top story of the week, this next one is going to be the second biggest.

And that is because it's hitting Timu and she and sellers right in the loophole. According to CNBC, buried inside of the broader trade war coverage, there's a major development around the de minimis exemption, which is the longstanding trade rule that has historically allowed products under $800 to enter the US without any duties or taxes. This is the very loophole I've mentioned

before on the weekly buzz and Chinese platforms like Timu and Shein and even Amazon Hall has used to flood that market with ultra low cost goods tax free up until now. Well, starting May 2nd, that loophole officially closes. And while Trump originally said those imports would be taxed at 30% or $25, he's now jacked that up to a whopping 90% or $75, whichever is higher. This means

that you could be buying a $70 Shein dress or a $60 Timu gadget, paying an extra $60 in duties. Yikes.

Talk about the bargain bin getting hit with luxury level fees. US sellers, especially those who have been worried about being undercut on pricing, they're probably doing a quiet little happy dance right now. And rightfully so, because this is the sort of thing that could finally level the playing field for domestic e-commerce brands that find it difficult to compete with sub $10 clothing and electronics getting funneled in without tariffs.

Of course, this impacts Amazon haul too since it was also relying on that under $800 direct from China model. Suddenly every $4 air fire meme might come with a surprise $75 duty. With all that said and understood, what comes next? In a CNBC interview, JD.com's VP said that the new US tariffs make it significantly harder for China to export to the US.

meaning that China will need to either find new international markets or rely more heavily on domestic consumption. He noted that Chinese government is expected to announce stimulus measures soon, including existing subsidies like a 300 billion fund for appliances and phones, along with new potential programs such as incentives for having children and increasing rural pensions. Yes, really definitely a different world over there. He emphasized that China,

only China has a large enough domestic market to potentially absorb the impact of a trade war. Though it's worth noting that China's responses tend to be more reactive than proactive. A slight devaluation in their currency may be possible, but a major move is unlikely. As for here in the U.S.,

For small business owners and private label sellers, this could mark a turning point. The market's shifting really, really fast. So if you're not reading the hypothetical or theoretical tariff tea leaves, you could miss your chance to pivot before prices and competition rebalances.

Let me know in the comments. Are you breathing a sigh of relief or already recalculating your entire sourcing strategy considering the tariffs? All right, moving on, what is next? Now let's get into what's arguably one of the wildest new features Amazon's quietly rolled out. Amazon's began beta testing something called Buy For Me, which is a feature inside of the Amazon Shopping app that lets customers buy products from other brands' websites directly through Amazon's own interface. Let that sink in for a second.

Okay, we're looking at this article directly from about Amazon and Amazon is literally using your details, shipping, payment, the whole nine to place an order for you on a completely different retailer's website. And you don't even have to leave the app. Sounds convenient, right? Sure. But it's also kind of crazy. Now, Amazon says this only appears for a subset of customers and only

and only shows up during branded searches, which raises a huge question. Are we talking strictly about the searches like Apple AirPods or Nike Air Maxes where Amazon may not carry the item and show the associated item on the brand's respective platform or are

Are we headed towards a future where any product that you cannot find on Amazon offers up related products as fair game for off-platform ordering? Or even imagine Apple AirPods ends up triggering on broader generic searches like wireless earbuds and then starts to funnel traffic to random brand sites.

That's going to completely change the dynamics of buyer flow and seller competition that might not always be so useful. And I can tell you from experiencing ordering generic charging cables for Apple products that has not really turned out so great for me before. In any case, here what I'm going to summarize for you, at least by the news piece as what is actually happening.

You search for a product, Amazon can't fulfill that request in-house, and instead of giving up on that conversion, the app will now surface a buy from me button under a new section that's called shop brand sites directly. You'll tap that, and then Amazon's agentic AI will fill out the brand's checkout form using your encrypted data. No human involved, and it completes the purchase for you. Fulfillment complete.

returns and customer service will still go through the brand, but Amazon gets the engagement, the data and the visibility. The buyer never really leaves Amazon's ecosystem, even when Amazon isn't the seller.

How cool is that? Pretty cool, I think. And that raises some very real questions. If you're paying to rank on a branded keyword, is Amazon now going to redirect your traffic to that brand's D2C site instead of your listing? And then is that going to evolve into a monetized ad placement or an affiliate program that only Amazon profits from? And then how does this change the idea of trust and ownership and autonomy in the purchase journey?

Let's not forget that Amazon is framing this as a helpful AI-powered concierge. But this also sets a precedent where the platform gets to decide when it stays for the seller and when it just becomes the middleman. If you are a brand that does not sell on Amazon, this could mean increased exposure. But if you're an Amazon seller competing with those brands, you're now watching Amazon literally shop elsewhere for your customer.

Considering the blurring lines between marketplace and shopping assistant becoming a reality, is this your wake-up call? If you've been ignoring your own D2C site or letting Amazon be your only channel, maybe it's time? Any of you guys have next steps planned out? Let us know in the comments section. All right, the next news piece for the week, something else to keep an eye on, especially if you've ever browsed through Amazon Haul or your customer shop there,

According to Verge, Amazon is altering how the Amazon haul section works. Originally, Amazon haul was positioned as a digital dollar store offering mostly unbranded products shipped straight from China for under 20 bucks.

If you are willing to wait a week or two, that is for delivery. But now with Trump's new tariff set to take effect and the de minimis loophole facing elimination on May 2nd that we just discussed, well, that whole model is under a whole lot of pressure. So to get ahead of the changes, Amazon's now not only stocking haul inventory in U.S. warehouses, but it's also introduced a new brands faves section that will feature items that

that are from recognizable brands like Adidas, Levi's, Under Armour and The Children's Place. Yes, I almost butchered Levi's. But the only twist, some of these items are no longer under 20 bucks. And in some cases, they actually cost the exact same that they would on regular Amazon, which makes you wonder why would a customer even buy from Amazon haul at all at that point? The Verge also notes that this pivot may be Amazon's way of buying more time,

before those tariffs really really hit okay so most haul products still look and feel like team style setups but starting next month any non-domestically stored products could carry new duties so this us warehousing play could be an effort to sidestep additional fees to delay the cost impact of those tariffs on shoppers now whether this will mark the beginning of higher price expectations

and more domestic fulfillment, well, only time will tell. In other captivating news, let's shift over to Walmart for a moment because of their Walmart Plus week being officially back and it's kicking off way earlier than usual from April 28th

to May 4th as written right here. According to Walmart's own newsroom, this isn't just a promo. It's a loyalty push designed to drive serious traffic and deepen customer stickiness. You can think of this like Walmart's version of Prime Day, but with a side of flame grilled Whoppers, members can get one free express delivery, 50 cents off per gallon at Exxon and mobile stations.

two daily Burger King sandwiches with just a $1 purchase, six months of Paramount Plus with Showtime, $5 in Walmart Cash for using Scan,

and go and a $10 bonus if they activate at least two of these offers. Yeah, it's stacked. Walmart even tapped SNL's Beck and Bennett as the official savings whisperer guiding customers through this buffet of perks with his signature humor in their national ad campaign. But here's the bigger picture. Same day delivery has exploded by 180% year over year. And Walmart's now fulfilled over 5 billion items through Walmart Plus.

Sounds like the membership program is really gaining momentum. And while last year's Walmart Plus week was in June, the early timing of this year could create an unexpected traffic spike for sellers on the platform. So don't sleep on this one, you guys. When a retailer is giving out lunch, streaming, gas,

same day shipping, all for the price of one subscription, it means their loyalty loop is tightening. And if you're not matching or mirroring that value in your own ecosystem, well, whether through loyalty programs, bundles, or retention strategy, you could be left watching from the sidelines while Walmart Plus eats up more and more of that consumer mindshare. Now, remember moments ago when we talked about the de minimis loophole in the US being on its way out? Well, Europe's got a version of that too, and Teemu's already gearing up for it.

As you can see by this article by e-commerce news, Timu just signed a memorandum of understanding with DHL to boost their local to local model in Europe. A move that's meant to sidestep the coming end of the 150 euro duty free threshold, which will be phased out over the next three years. In simple terms, just like in the U.S., direct to consumer shipments from China will no longer fly tax free in the U.S. So what are they doing?

warehousing inventory across the continent and prepping to have 80% of its European sales locally. That's a pretty loud signal to have all of their orders being fulfilled within the continent. The partnership with DHL also sets Tmoo up to help European based sellers go global, which mirrors what we're starting to see in the US as well.

A quiet shift away from reliance on China-based fulfillment. Sellers in the EU or those of you who are just searching for Teemu's next play, keep an eye on this because where the tax loopholes close, the localization strategies really begin. Something else, according to Reuters, Amazon has submitted a last minute bid to acquire TikTok ahead of the platform's April 5th deadline.

Yep, the e-commerce giant that once tried to launch its own TikTok style feature, Inspire, which shuttered earlier this year is now shooting its shot to buy the real thing and they're not alone.

Other bidders include OnlyFans founder Tim Stokely, Oracle, and some other groups circling TikTok as well, offering competing structures to carve out the platform from ByteDance and create a US-owned entity. Now let's be clear, TikTok has until this weekend to find a non-Chinese buyer or risk being banned from the US. A law passed with rare bipartisan support last year.

TikTok and its parent company ByteDance have denied US surveillance concerns lawmakers are pushing to separate the platform from any Chinese ownership due to national security risks.

Remember you guys, Amazon's interest here goes way beyond social media vanity. Remember they've been trying to build a network effect within their ecosystem for years. I mean, check this out right here. You have Twitch in 2014, Goodreads in 2013, testing TikTok style videos with Inspire. They've really tried to capture Gen Z's attention through other platform tactics like TikTok and YouTube Shorts. So what better shortcut than just buying TikTok outright?

If it goes through, Amazon's ownership of TikTok would radically shift ad targeting, influencer partnerships, affiliate integrations, I would think at least, especially for those of you leveraging short form content to move physical products. Though according to the New York Times, some parties involved don't believe Amazon's proposal is being treated as credible. And even then, we still don't really know whether Beijing would even approve any deal, especially one involving a US giant like Amazon.

Best we focus on what we do know so far. Like for sellers, service providers and agencies who like to plan ahead, Amazon has officially announced the dates for Amazon Accelerate 2025, Amazon's premier annual seller conference. It's happening September 16th to the 18th in Seattle. And if you're serious about scaling your Amazon business, this one should really be on your radar. And if you've never been to Accelerate before, let me break it down for you. This is Amazon's biggest event of the year for sellers. And you can think about it

as a place where you can find out about product announcements, feature previews, hands-on strategy sessions, one-on-one help from Amazon staff, and a lot of really good networking energy from sellers who are all there to grow, learn, and compare notes. This is a three-day event that's going to have exclusive previews. And let's be real, one good insight is really all you need. Sometimes that is the difference between staying flat and scaling to the next level. So

If you've been meaning to ask Amazon your burning questions or connect with other power sellers or get a sneak preview of where that platform is really headed, Accelerate might be that place. Not to mention that past events have been where major features like customer engagement tool or AWD announcements were first revealed.

So here's your reminder, block it off details like registration, speakers, hotel blocks, et cetera. Will I see you there? If you're going, let me know. I'd love to connect. And last but not least worth at least a quick mention for those of you who are in the creator or affiliate space, Best Buy is officially rolled out Best Buy Creator Program, which is a new platform where influencers of all sizes can now launch their own shoppable storefronts and earn unlimited commissions by curating and promoting tech products from the Best Buy catalog.

I just read my own Amazon influencer storefront not too long ago. And the readout of this actually reminds me a lot of what I'm already testing. Meaning that you can likely think of this as Best Buy's version of Amazon's influencer storefronts. Creators get their own landing page as it says right here.

Performance tools, eventually access to curated campaign opportunities or featured placement on the Best Buy site and app. They're also working with impact.com to handle the affiliate backend. The first wave includes creators like Linus Tech Tips, Joudner Ora and Jenna Azurk.

But the doors are open to new applicants. And just a quick note, Best Buy is also planning to launch its own marketplace as well in summer of 2025 with Miracle making room for more sellers to plug into its omnichannel ecosystem. This isn't necessarily the most flashiest headline of the week that you'd think, but definitely something to mentally bookmark if you know or are somebody who's interested in diversifying traffic sources.

or dig deeper into affiliate strategies even beyond Amazon. Right, and that is it. That does conclude our news pieces for this week. It's time for new future alerts.

Now the next new feature, Allure, I'm really excited to share because it's for my influencers. And if you have the Chrome extension installed, essentially what you're gonna do is open it up and toggle down to influencers. Hopefully you've already done this before, but if you haven't, that's completely okay. Go try it now and go to your orders page. When you go to your orders page, you'll see your purchase history scanner. This is going to showcase to you how many orders you've placed.

all time, as well as 15 were done in the last three months for this account. For you, this will be a different number, obviously. All those purchases that you've made, how many of them have your videos on that listing or how many do not?

This is further broken down into top and bottom carousel, as well as both carousel and neither at all. For example, mine says 13 of these purchases that are showing up right now on this page do not have my video. Okay. This is going to be a little bit different for me because I have two separate accounts. I have one for my influencer content and then one that's my actual account. I use everything else for, but hopefully this is really, really high.

highly impactful for you because you will be able to see all your metrics on the same exact page without even having to navigate to your influencer storefront or the reporting dashboard going down. You'll see that every single item here is further broken down into your top videos and bottom videos. How many already exist? This has nothing to do with your videos. That's what the top is for. However, underneath each product. Now you can see how much of the carousel is really full. Meaning here we have seven videos in the top carousel.

And 10 videos in the bottom carousel of which obviously are so it's not applicable because we're not ranking for this. We also have your onsite and offsite commission as well as your 30 day revenue and unit sales. Just like any of our other tools that we offer at Helium 10, you can go in and see the historical context.

Now guys, remember that the whole goal of the influencer program is not always to go out and buy new products to review, but rather to find things that you have lying around your house and being able to review those, put up some short form videos and hopefully make some money, get a little bit of those returns back. And so this is really, really great. I hope you guys go and you leverage this. And of course, last but not least, our training tip of the week. For this, let me pass it over to Bradley.

is only available in Helium 10 and that's going, let's go take it back to Cerebro. First thing is we are showing you all keyword ranks. Okay. As you guys can see, when you look at search results on Amazon, how many pages show up? Only seven pages actually show up despite other products being indexed. All right. This is 306 approximately organic positions and about 110 or so sponsored positions.

Helium 10 Cerebro is the only reverse ASIN tool out there that shows you all seven pages. Anything that's ranking at all, you are going to see in Cerebro. You try and use other tools. It might show you only page one or maybe page one and two, maybe half of page three. Helium 10 shows this all to you. This is first of all important because Amazon has search shuffle sometimes. So sometimes a product might go from page one or two just randomly for a few days to page three, four, five, six, or seven.

Now, what happens if you're using a tool that's only checking pages one and two and it only checks maybe once a week? Well, now all of a sudden what happened is you miss out on keywords. This happens actually a lot. You're going to miss out on keywords because you're only looking at the top two pages or top one page with Helium 10. You don't have to worry about that. Did a page or did a keyword fall off from page one or two? We're still going to capture it so that you can make sure you don't miss out on it. The

The other thing that Helium 10 is doing is we're checking where is that product running sponsored header ads? Where is it running sponsored brand video ads? Where is it showing up in little widgets that Amazon has like Amazon's choice? Now I'm not talking about the Amazon's choice badge, but you know, there's like a widget. Sometimes it comes up that says all sponsored in Amazon's choice and other things like trending. Now Helium 10 is showing all of that. So when you look in Cerebro at a certain product,

Again, you're seeing all 306 ranks. You're also seeing all sponsored, uh,

Brand video ads like this product here does is not running any video ads. So, you know, some people ask, well, why are there so many keywords that Cerebro has? They're not all relevant. Well, no, Cerebro is not a relevancy tool. It has a relevancy tool, like literally the only relevancy tool that's connected to Amazon. But it's showing you where a product is ranking in the top 306 at all times. Where is it showing in sponsored ads, the top 110 that no other tool is doing?

Where is that product showing up in video ads? No other tool is showing you that. Where is that product showing up in sponsored brand header ads, headline ads? Where is it showing up in these other sponsor widgets? It

It's showing you all of that. This is the only tool that is giving you that depth of information because you might not always just want to see, hey, where's the top keywords for a product? Of course, Cerebro can do that. But maybe you're just like, hey, show me all the keywords where it's running a sponsored brand video ads, because maybe I want to target that keyword with a video ad. Where's the keywords where they're not showing up in sponsored brand headline ads? I

I'm going to reverse engineer it. All right. So again, Cerebro is the only tool that is checking all pages of Amazon search. Thank you, Bradley. That is it for this week, folks. I hope you enjoyed this week's weekly buzz. We'll see you next week to talk about what's buzzing.