Consumers are searching more often for products that are ‘Made in America’, but that hasn’t yet translated to increased sales for products touting their domestic bona fides. 

Momentum Commerce analyzed search and sales data from April 2025 to understand how this resurgence in patriotic purchasing is playing out on the world’s largest ecommerce marketplace.

Search Interest for ‘Made in America’ Has Doubled YoY

Searches for “Made in America” and related phrases (e.g., “American made,” “USA made,” “Made in the USA”) have spiked 101% year-over-year on Amazon US.

In April 2025 alone, these terms accounted for roughly 1.7 million cumulative searches. While that figure represents a significant rise in shopper intent, it’s worth putting into perspective: 1.7 million is roughly equal to the number of searches for a single search term: “shower curtains” captured during the same month.

Product Titles Aren’t Keeping up with ‘Made in America’ Search Growth

In aggregate, brands haven’t raced to meet this search demand with more explicitly American-made product titles. The number of unique ASINs with “Made in America” or related terminology in the product title has held steady at about 10,000 products, a number that hasn’t markedly changed over the past year.

This lack of movement likely reflects several dynamics:

• There is a limited supply of truly American-made products
• To avoid any compliance or credibility concerns on Amazon, some brands may hesitate to explicitly use national origin claims in titles
  • This is compounded by title length restrictions on Amazon
• There may be a lag in the marketplace reaction to changing consumer search behavior

‘Made in America’ is Only Shifting Sales Meaningfully in a Few Categories

To study how increased search interest is translating to buyer behavior, Momentum Commerce analyzed the weekly top 100 best sellers in each tier-2 subcategory on Amazon (e.g. Home & Kitchen>Furniture) from the start of 2024 through mid-May 2025. We then calculated what share of those top-performing products had “Made in America” (or a similar phrase) in their title each week.

Over the course of 2025, most categories have seen no significant change, with three exceptions:

• Home & Kitchen
• Cell Phones & Accessories
• Automotive

These categories saw a modest increase in the share of “Made in America” labeled products among their weekly best sellers. Even so, that share never surpassed 2%, meaning at most, 2 of the top 100 products in those categories on average cited “Made in America” in their title.

Key Lessons for Brands

On Amazon, search interest in American-made goods hasn’t translated into large-scale purchase behavior

• Given larger trends we’ve seen around consumers trading down on Amazon, pricing, rather than national origin, is a bigger driver of purchase decision-making

Search curiosity doesn’t always equal conversions

• Search intent is much harder to discern for non-category specific terminology
• This makes valuation of that traffic for ad investment or detail page optimization harder to justify
• However, momentum can always shift, and consistently monitoring changes in search and sales is worthwhile

In certain categories, it may be worth testing title variations around being American made

• This is particularly true for products sold in categories where being Made in America is a unique value proposition (e.g. Cell Phone Accessories where most products are made overseas)