In response to escalating tariffs imposed by the Trump administration, numerous prominent domestic and international companies have begun raising prices on their goods, directly affecting American consumers. These tariffs—intended as a tool to force more favorable trade deals from foreign governments—have significantly raised operational costs across various industries. As a result, businesses from diverse sectors such as consumer goods, luxury fashion, electronics, and automobiles are increasingly passing these added costs onto customers.
Procter & Gamble, a major player in household goods, has announced it will implement price hikes on 25% of its North American products. This move is driven by increased expenses linked to both tariffs and new product developments, with the company’s CFO specifying that the affected items will see mid-single-digit percentage increases.
Other companies have taken similar steps. Adidas, for example, warned that U.S. tariffs could add approximately 200 million euros to its costs in just the second half of the year, possibly requiring them to increase prices within the American market. Nike has also begun strategizing to mitigate an expected $1 billion tariff-related impact, planning to introduce targeted price increases in the United States starting this fall.
Luxury brands have not been spared either. French fashion house Hermes disclosed that, as of May, it would raise prices in the U.S. specifically to offset tariff effects, while keeping prices unchanged in other global markets. The company clarified that the move was strictly region-specific, driven by tariffs unique to the American market.
In the tech sector, companies like Fujifilm and Nintendo are raising prices on popular consumer electronics. Bloomberg reported that Fujifilm raised prices on many of its digital cameras and lenses, with some products jumping by hundreds of dollars overnight. The X-T5 camera, for instance, rose from $1,699 to $1,899—a sharp 12% increase. Similarly, Nintendo increased U.S. prices for its Switch consoles and accessories, with the original model rising from $299.99 to $339.99, and other versions seeing comparable hikes.
Amazon is also showing early signs of tariff-related cost pass-through. Data from research firm DataWeave indicated that the median price for a sample of over 1,400 China-made products sold on Amazon’s U.S. site increased by 2.6% between January and mid-June.
Subaru of America joined the list of affected companies by raising prices across multiple vehicle models. The increases ranged from $750 to $2,055, depending on the model and trim level, according to dealership data. Walmart, the country’s largest retailer, has also been impacted. A CNBC study observed price hikes of up to 51% on a selection of about 50 commonly purchased items between May and June 2025.
The repercussions of these tariffs are not limited to product pricing; they are also unevenly distributed across states. For example, California has borne the highest cumulative tariff costs of any state, with local companies incurring approximately $11.3 billion in additional expenses from January to May 2025. While the federal government continues to collect significant revenue from tariffs, these policies are placing disproportionate financial strain on businesses and consumers in states heavily reliant on imports.
