NEW YORK, Jan 13, 2026, 16:14 EST — After-hours
Shares of Amazon.com (AMZN.O) slid 1.6% during Tuesday’s session after reports emerged that the company is pushing suppliers to lower prices ahead of a U.S. Supreme Court ruling on President Donald Trump’s broad tariffs. The stock last traded at $242.60. 1
Why it matters now: tariffs act as import taxes that can quickly shift costs for retailers buying and reselling goods. Amazon’s retail arm is directly caught in the crossfire.
The Supreme Court is set to deliver its next rulings on Jan. 14, with the legality of Trump’s global tariff program still up for decision. A ruling could instantly impact pricing, inventory, and supplier agreements.
The Financial Times reported that Amazon has pushed for discounts anywhere from low single digits up to 30%, according to vendor consultants. Reuters reached out to Amazon for comment but received no immediate response.
Amazon’s move came amid a weaker market. U.S. stocks slipped Tuesday, with the S&P 500 shedding 0.2%, the Nasdaq down 0.1%, and the Dow falling 0.8%. “A little bit of letting the air out of the balloon,” said Oliver Pursche, senior vice president at Wealthspire Advisors, referring to the recent record highs. 2
Amazon’s slump has pushed Wall Street to zero in more on profit drivers rather than just top-line growth as earnings season kicks off. So, even subtle shifts in supplier terms are under the microscope, despite sounding like insider jargon.
TD Cowen lifted its price target on Amazon to $315 from $300, maintaining a Buy rating. The upgrade follows insights from its advertising buyer survey ahead of the quarterly preview. According to the firm, over 60% of Amazon advertisers plan to boost their spending in 2026. 3
The survey underscores a second key angle on the stock: advertising as a margin booster alongside Amazon Web Services. TD Cowen analyst John Blackledge put Amazon’s ad revenue at roughly $68.2 billion in 2025, with a jump to $141.7 billion by 2030, according to a MarketWatch report.
Regulation remained in focus as Italy’s antitrust authority on Monday slashed Amazon’s record fine to 752.4 million euros ($878.2 million) from 1.128 billion euros. The reduction came after a court ruling prompted a recalculation of the penalty. 4
There is a downside risk. Suppliers might resist, particularly as they’re contending with rising input and shipping expenses. Securing steep discounts gets tougher when brands have alternative sales channels. If the tariff structure stays in place, Amazon will need to balance pricing and volume carefully without sacrificing too much margin.
The next key event is the Supreme Court’s rulings set for Jan. 14. Investors will also watch for any updates from Amazon regarding supplier negotiations and whether this effort impacts pricing or promotional activity during the quarter.
