The business opportunities behind the surge in Amazon search volume for 'Made in USA'
The business opportunities behind the surge in Amazon search volume for 'Made in USA'
Blue Ocean Yiguan Network
·May 20th, 2025 20:01
'Made in USA' is unlikely to shake the position of Chinese sellers
Against the backdrop of the Trump administration imposing tariffs and vigorously calling for the revival of American manufacturing, the search volume for "Made in USA" continues to soar on channels such as Google and Amazon.
Amidst the surging traffic, many domestic sellers in the United States have launched "Made in America" specialty stores, while Chinese sellers, although it is difficult to cut the cake of "Made in America", have also taken action by launching "Assembled In USA" products through print on demand and other methods to capture this wave of business opportunities.
01 "Made in USA" search volume skyrockets
Recently, American consumers' interest in "Made in America" has sharply increased. According to a survey data, the search volume related to "made in USA" has increased by 220%, while the search volume for "made in America products only" has increased by 130%.
A group of American sellers sensed the opportunity and launched their own "Made in America stores" one after another. Through Google search, we can see many independent websites that hold high the banner of "Made in America", "Made in America stores", "American products", and so on.
Image/An independent website with the domain name 'made in USA'
These stores sell cups, kitchenware, tablecloths, clothing, toys, accessories, and even a separate category called "flag" specifically for selling flags made in the United States, in response to the passive situation of "the flag was made in Yiwu, China during the US presidential election".
On Amazon, many sellers have witnessed a continuous increase in search volume related to 'made in USA'. A senior Amazon seller revealed that in early May, the search volume for "Made in America" in their store increased fivefold.
Amidst the surge in traffic, a group of sellers have updated their product listings, adding text or visual elements of "Made in America" or "Patriotism" to the forefront. In the past, such labels may have appeared in the fourth or fifth image of a product, or even not at all. Nowadays, many sellers move the "Made in America" label to the first or second image to accurately attract a group of "patriotic consumers".
These stores or independent websites seem to have grasped the essence of the Trump administration's propaganda, taking the act of buying American goods to unprecedented heights, such as stating that "consumers are not buying a single product, but supporting American craftsmanship and innovation, which is an investment in redefining national values," "every purchase helps promote employment, manufacturing, and economic growth in the United States," and so on.
So, do the labels "Made in America" and "Patriotism" help sellers increase their sales?
Different sellers have different opinions on this issue. Some sellers have stated that the increase in search volume related to "Made in the United States" has not been translated into widespread purchasing behavior. Some sellers have attracted a wave of traffic by adding the keyword "Made in the United States" to product links or advertising campaigns, but have stopped using it due to poor conversion results. These sellers believe that consumers on Amazon are more interested in "finding products at lower prices" rather than not caring about the origin of the products. The reason why they search for "Made in the United States" is to understand "which things are made in the United States". However, some sellers have also stated that adding "Made in America" to product links has increased exposure and conversion rates, and even allowed them to sell at a premium.
Anyway, the traffic brought by "Made in USA" is like a rushing river, making many sellers eager to join various marketing experiments, hoping to leverage more traffic through related keyword videos, etc.
American domestic seller McIntosh produces phone stands in Detroit, Michigan. He updated the content of his Amazon detail page, emphasizing that his product is "Made in the United States" and adding this logo on the main image. At the same time, he continued to increase the density and content of "Made in the United States" in SEO content. Another seller who produces industrial products domestically in the United States revealed that their sales have recently increased due to consumers' increasing awareness of the product's origin. Previously, the effect of adding the "made in USA" logo was not significant, but now everyone is talking about it. ”
The business opportunities behind "Made in USA" 02
So, what kind of products can be labeled as "Made in America"? Some domestic sellers in the United States classify their "Made in America" products into three categories, which can be used as a reference:
1、 Made in USA: This type of product is entirely or almost entirely made in the United States, meaning that all important components of the product come from the United States and are processed and produced in the United States;
2、 Made in USA with US&Global Materials: The product is not entirely manufactured in the United States, but if the manufacturer can disclose the proportion of US parts used and the proportion processed within the United States, it can also be declared as "Made in the United States". However, it also depends on its specific proportion. Taking a treadmill as an example, if its main components (motor, frame, and electronic display screen) are all imported, and some components (handle cover, plastic power switch, treadmill pad) are manufactured in the United States, but these components together only account for 3% of the total cost of all components, in this case, it cannot be claimed that the product is "Made in the United States";
3、 Assembled in USA: The assembly of the product is carried out within the United States, and the degree of "domestic assembly in the United States" is relatively high. Therefore, although the product contains foreign components, it can be referred to as "American assembly". For lawn mowers, except for cable sheaths, flywheels, wheels, and air filters (containing 15% to 20% foreign components), all components are composed of domestically produced parts in the United States and assembled in the United States, which meets the standards of "American assembly".
The Federal Trade Commission (FTC) in the United States has also developed a standard to define which products are "Made in the United States".
Image/Definition of "Made in USA" by the Federal Trade Commission (FTC)
At present, some Chinese sellers have also seen the opportunity and started to focus on products such as "assembled in the United States". The specific approach is to break down the original finished products into small pieces, send them to the United States in the form of raw materials and spare parts, pay lower tariffs, and then assemble them in the United States with the "Assembled In USA" label to obtain higher traffic and conversion rates. (Scan the code at the end of the article and join the "American Assembly" communication group)
A seller in Shenzhen has been continuously promoting this business. He told "Blue Ocean Yiguan" that because American labor is more expensive, he is now mainly working on three types of products:
1、 3D printing products, which can achieve automated 3D printing in the United States, have a labor cost ratio of almost zero;
2、 Assemble simple products and products with high foam count (logistics providers charge for bulky and lightweight products), such as plush toys, memory pillows, etc;
3、 Print on Demand products: Based on the personalized needs of American consumers, adjust colors and styles, and provide customized products, such as T-shirts with photos of consumers and their loved ones, uniquely designed hoodies, pillows with unique design styles, carpets, etc. With the development of artificial intelligence technology, with the assistance of AI design, consumers can quickly generate personalized design patterns through simple instructions, and even create unique works of art, adding wings to on-demand printing products.
At present, e-commerce players with on-demand printing modes such as Printful and Zazzle have emerged in the United States. According to Blue Ocean Yiguan, a group of Chinese sellers are accelerating their entry into this track.
For Chinese sellers, it is difficult to focus on "Made in USA", but there are often business opportunities to be explored on "Assembled in USA", which can at least make those consumers who are inspired by Trump's "patriotism" pay. These consumers warmly embrace Trump's propositions of "Make America Great Again (MAGA)", "Return of Manufacturing", "America First", and "Buying American goods is loving America", and are willing to pay some premium for them.
A Chinese seller engaged in POD business revealed that products labeled with "Assembled In USA" can often increase conversion rates by 20-30%, with a premium of around 15-30%.
03 "Made in USA" is unlikely to shake the position of Chinese sellers
Although 'Made in USA' has a fierce momentum, it is difficult to shake the competitive landscape between Chinese and American e-commerce sellers.
Taking Amazon, the main market for cross-border e-commerce, as an example, Chinese sellers are growing rapidly and unstoppable. By 2024, the market share of Chinese sellers on Amazon will increase to over 50%. Among the top sellers, Chinese sellers also account for over 50%, while American sellers account for about 45% (some of which may be companies registered by Chinese sellers in the United States), and the rest of the sellers come from the United Kingdom, Canada, or other countries.
Overall, on Amazon, there are more "price driven" consumers than "(patriotic) emotion driven" consumers. Therefore, Amazon will not launch the "Made in America" section, but instead has launched the low-priced mall Haul. This means that cost-effectiveness is the most important driving force for American consumers to place orders online, and Chinese sellers are difficult to replace in this regard.
Against the backdrop of tariffs imposed by the United States, some Chinese sellers have begun to shift their production to other countries in a roundabout way to avoid tariffs and achieve the separation of "Made in China" and "Sold in China". For example, Amazon's top seller Anke Innovation has shifted a considerable part of its production to Vietnam. Although the United States has also imposed taxes on Vietnam, compared to China, a major manufacturing country, the possibility of the United States taking a "heavy hand" in the future is much smaller, which greatly reduces costs.
Therefore, overall, 'Made in USA' has a fierce momentum, but overall it is irrelevant.
This article is from the WeChat official account "Blue Ocean Yiguan" (ID: eginenews), the author: Blue Ocean Yiguan, 36 krypton is authorized to release.
The viewpoint of this article only represents the author himself, and the 36Kr platform only provides information storage space services.
Made in USA”亚马逊搜索量飙升背后的商机
在特朗普政府“加征关税”并大力呼吁“复兴美国制造业”背景下，“Made in USA”的搜索量在谷歌、亚马逊等渠道持续飙升。
在流量奔涌而来之际，许多美国本土卖家顺势推出了“美国制造”专卖店，而中国卖家虽然很难切到“美国制造”的蛋糕，但也行动起来，通过按需打印（Print on Demand）等方式，推出“美国组装”(Assembled In USA)的商品，以捕捉这一波商机。
01 “Made in USA”搜索量飙升
近期以来，美国消费者对“美国制造”的兴趣陡然上升。据一份调查数据显示， 与“made in USA”相关的搜索量上升了220%，而“made in America products only”（仅限美国制造）的搜索量增长了130%。
一批美国卖家嗅到了机会，纷纷推出自己的“美国制造商店”。通过谷歌搜索，我们可以看到许多高举“美国制造”“美国制造商店”“美国商品”等旗帜的独立网站。
图 /一家域名为made in USA的独立站
这些商店里销售杯子、厨具、桌布、服装、玩具、饰品等，甚至还单列一个“flag”的分类，用来专门销售“美国造”的国旗，以回应“美国总统大选时国旗由中国义乌造”的被动局面。
在亚马逊上，许多卖家目睹了与“made in USA”相关的搜索量在持续上升。一位亚马逊资深卖家透露，5月初其店铺关于“美国制造”的搜索量增加了五倍。
在流量暴增之际，一批卖家纷纷更新产品链接（listing），将“美国制造”或“爱国主义”的文字或视觉元素，添加到靠前位置。在过去，这类标识可能出现在产品的第四或第五张图片位置，甚至根本不会出现，如今，许多卖家将“美国制造”的标识，移至第一或第二张图片的位置，以精准地吸引一批“爱国主义消费者”。
这些商店或独立网站，似乎都掌握了特朗普政府的宣传精髓，将购买美国商品的行为，拔到前所未有的高度，比如，称“消费者购买的不是一件商品，而是对美国工艺、创新的支持，是重新定义国家价值观的一种投资”“每一次购买，都有助于促进美国的就业、制造业和经济增长”，等等。
那么，“美国制造”以及“爱国主义”标签，对卖家的销售提升是否有帮助呢？
对于这一问题，不同的卖家有不同的看法。一些卖家表示，“美国制造”相关的搜索量上升，并没有转化为广泛的购买行为，有些卖家将“美国制造”的关键词添加到商品链接或广告活动之后，吸引了一波流量，但因其转化效果不佳而停用。这些卖家认为，亚马逊上的消费者更感兴趣的是“寻找到价格更低的商品”，而没有不在意产品的产地，他们之所以搜索“美国制造”，是想弄明白“哪些东西是美国制造”。不过，也有卖家表示，将“美国制造”添加到商品链接之后，提高了曝光率和转化率，甚至可以卖出一些溢价。
不管如何，“Made in USA”带来的流量如大河奔流，让许多卖家迫不及待加入到各类营销试验之中，希望通过相关的关键词片等，撬动更多流量。
美国本土卖家麦金托什在密歇根州的底特律生产手机支架。他更新了其亚马逊详情页的内容，着重强调其产品是“美国制造”，在主图上打上这一标识，同时在SEO内容中持续增加“美国制造”的密度和含量。另一位在美国本土生产工业产品的卖家透露，近期其销量有所提升，原因是消费者对产品产地的认知不断提高。“以前这种做法（添加made in USA的标识）效果并不明显，现在大家都在谈论它。”
02 “Made in USA”背后的商机
那么，什么样的商品，才能打上“美国制造”的标识呢？一些美国本土卖家将其“美国制造”的商品分为三类，可以作为参考：
一、美国制造(Made in USA )：这类产品是全部或几乎全部为美国制造，即产品的所有重要部件来自美国，也美国加工、生产；
二、采用美国和全球材料在美国制造(Made in USA with US & Global Materials)：产品并非完全在美国制造，但厂商如果能够披露其所用的美国零件的占比及美国境内加工的占比时，也可以声明为“美国制造”，不过，也要看其具体占比情况，以跑步机为例，如果其主要部件（电机、框架和电子显示屏）都是进口的，一些部件（把手盖、塑料电源开关、跑步机垫）是在美国制造的，但这些部件加起来，仅占所有部件总成本的3%，在这种情况下，不能声称该产品是“美国制造”；
三、美国组装(Assembled In USA)：产品的组装是在美国境内进行的，且“美国本土组装程度”较高，因此，该产品虽然包含外国零部件，但可以称为“美国组装”。以割草机为，除了电缆护套、飞轮、轮辋和空气滤清器（含15%至20%的外国部件）外，所有部件均由美国本土零件组成，并在美国完成组装，就符合“美国组装”的标准。
美国联邦贸易委员会（FTC）还专门制定一个标准，以界定哪些产品为“美国制造”。
图 /美国联邦贸易委员会（FTC）关于“Made in USA”的界定
目前，一些中国卖家也看到了机会，开始在“美国组装”这类产品上发力，具体做法是，将原有的成品化整为零，以原材料、零配件的形式发到美国，缴纳更低的关税，然后在美国组装，打上“Assembled In USA”标签，以获得更高的流量和转化率。（文末扫码，入“美国组装”交流群）
深圳一位卖家已经在持续推进这一业务。他告诉「蓝海亿观」，由于美国人工比较贵，现在他主要在三类产品上发力：
一、3D打印产品，即在美国可以实现自动化3D打印的产品，人工成本占比几乎为0；
二、组装简单的产品、计泡多的商品（针对体积大且重量轻的商品，物流商计抛收费），比如毛绒玩具、记忆枕等；
三、按需打印类产品（Print on Demand）：根据美国消费者的个性化需求，调整颜色、款式，提供定制产品，比如，印有消费者与爱人合影照片的T恤、造型独特的卫衣、 有独特设计风格的抱枕、地毯等。随着人工智能技术的发展，在AI 设计辅助下，消费者通过简单的指令快速生成个性化的设计图案，甚至创造出独特的艺术作品，更让按需打印类的产品如虎添翼。
目前，美国已经跑出了Printful、Zazzle等按需打印模式的电商玩家。据「蓝海亿观」了解，一批中国卖家正在加快速度切入到这一赛道。
对于中国卖家来说，在“Made in USA”上较难发力，但在“Assembled In USA”上往往可以挖掘一些商机，至少可以让那部分被特朗普“爱国主义”感召的消费者买单。这类消费者热烈拥抱特朗普“让美国再次伟大（MAGA）”“制造业回归”“美国优先”“买美国货就是爱美国”的主张，愿意为其支付一些溢价。
一位从事POD业务的中国卖家透露，打上“Assembled In USA”的商品，转化率往往可以提高20-30%，溢价也达到了15-30%左右。
03 “Made in USA”很难撼动中国卖家的地位
虽然“Made in USA”来势凶猛，但很难撼动中美电商卖家之间的竞争格局。
以跨境电商的主要市场亚马逊为例，中国卖家增长迅速，势不可挡。2024年，中国卖家在亚马逊上的市场份额将增至50%以上。在头部卖家（Top Seller）之中，中国卖家也占到了50%以上，而美国卖家约占45%（部分可能是中国卖家在美国本土注册的公司），其余卖家来自英国、加拿大或其他国家。
总体而言，在亚马逊上，更多的是“价格驱动型”的消费者，而非“（爱国）情绪驱动型”的消费者，因此，亚马逊不会推出“美国制造”专区，反而推出了低价商城Haul。这意味着，性价比才是美国消费者在线上下单的最重要的驱动力，而中国卖家很难在这方面被替代。
在美国加征关税的背景下，一些中国卖家开始将生产转移到其他国家，以迂回的方式规避关税，实现“中国制造”和“中国销售”的分离，比如，亚马逊头部卖家安克创新就将生产的相当部分转移到了越南，虽然美国也对越南加税，但是较之制造大国的中国，美国未来下“重手”的可能性小很多，这在很大程度上降低了成本。
因此，总体来说，“Made in USA”来势凶猛，但总体上无关大局。
本文来自微信公众号 “蓝海亿观网”（ID：egainnews），作者：蓝海亿观，36氪经授权发布。
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