Some third-party merchants who previously sold China-made goods during Amazon's premier July shopping event are sitting it out this year.

The planned pullback, which hasn't been previously reported, is a way for sellers to protect profit margins amid the U.S.-China trade war triggered by steep tariffs placed by U.S. President Donald Trump on Chinese goods,

Amazon ‘s Prime Day is losing its luster among a critical group: sellers. Some third-party merchants who previously sold China-made goods during Amazon’s premiere July shopping event are sitting it out this year or reducing the amount of discounted merchandise they offer.

Nations are being forced to choose between siding with China or the U.S. as President Donald Trump’s trade war locks the world’s two largest economies on a collision course.

Secretary Treasury Scott Bessent said both the U.S. and China don’t want the trade war to escalate. However, he said it’s China’s responsibility to ensure that doesn’t happen. As the U.S. and China stare each down amid their ongoing trade war,

Treasury Secretary Scott Bessent said “all aspects” of the US government are in contact with China but that it’s up to Beijing to take the first step in de-escalating the tariff fight with the US due to the imbalance of trade between the two nations.