Amazon has announced that its annual Prime Day sale will take place in July, but this year's event is clouded by uncertainty surrounding the impact of tariffs on consumer demand and seller participation. The e-commerce giant is taking a bold step by displaying the cost of tariffs next to the total price of goods on its site, a move that has already drawn criticism from the White House.

The decision to display tariff costs is seen as a way to highlight the impact of President Trump's tariffs on the prices of goods. According to a report by Punchbowl News, Amazon will begin displaying the additional costs alongside the total price of items on its site. This move has been met with swift criticism from the White House, with press secretary Karoline Leavitt calling it "a hostile and political act by Amazon."

The White House has also used the opportunity to promote the "Buy American" initiative, with Leavitt stating that "this is another reason why Americans should buy American." However, it remains to be seen how effective this campaign will be in the face of Amazon's massive global reach and influence.

Prime Day, which typically takes place in mid-July, has been a major sales driver for Amazon, offering discounts on a wide range of products from both Amazon's own brands and third-party sellers. Last year's event saw over 200 million items sold, with small and medium-sized businesses accounting for more than 60% of sales on Amazon's store.

This year's event is expected to feature deals across more than 35 categories, including electronics, kitchen, beauty, and apparel. Amazon has also announced that the sale will include "socially trending items" and "creator favorites," alongside other Amazon-exclusive products. The event will be held in Ireland for the first time, and will return to a range of other global markets, including Australia, Canada, and the UK.

Despite the uncertainty surrounding tariffs, Amazon is pushing ahead with its plans for Prime Day. The company has also launched a new luxury goods selection on its site, curated by Saks, featuring top brands like Dolce & Gabbana and Stella McCartney. The new collection will be available to U.S. customers on amazon.com/saks and in the Amazon Shopping app.

The impact of tariffs on Prime Day remains to be seen, but some sellers have already begun pulling out of the event or reducing the amount of discounted merchandise they'll offer. Reuters reports that some sellers are feeling the pressure of tariffs, which could ultimately affect the success of this year's Prime Day.

As the e-commerce landscape continues to evolve, Amazon's decision to display tariff costs on its site could have significant implications for the industry as a whole. The move may prompt other retailers to follow suit, leading to greater transparency around the impact of tariffs on consumer prices. As Prime Day approaches, all eyes will be on Amazon to see how the event unfolds and what it means for the future of e-commerce.