Since President Donald Trump announced sweeping tariffs in early 2025, major U.S. retailers including Amazon, Walmart, and Target have adjusted their pricing strategies in response. Amazon has quietly increased prices on low-cost products such as deodorant, protein shakes, and pet care items by more than 5% so far this year, according to a Wall Street Journal analysis of nearly 2,500 items. This price hike affects the cheapest 50% of goods on Amazon's marketplace, while prices on more expensive items have been cut. Walmart has implemented even steeper price increases, raising prices by up to 51% in reaction to the tariffs. Despite earlier pledges to hold prices steady amid tariff-related disruptions, these retailers have begun passing on higher costs to consumers, contributing to creeping consumer-facing price increases on tariff-affected products.