Author order is alphabetic and lead authorship is shared amongst all the authors. Research reported in this publication was supported by the National Institute on Drug Abuse of the National Institutes of Health under Award Number R01DA045016 (PI: Michael Pesko). There are no conflicts of interest. Tefft completed work on the project prior to joining Amazon while a faculty member at Bates College. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research, Institute for the Labor Economics, or the National Institutes of Health. We thank audiences at the American Economic Association Annual Meeting (2022), University of Victoria Department of Economics (2021), Society for Research on Nicotine & Tobacco Conference (2021), Midwest Health Economics Conference (2020), Tobacco Online Policy Seminar (2020), Southern Economic Association Conference (2020), National Bureau of Economic Research Summer Institute Health Economics Program (2020), Society for Benefit-Cost Analysis Conference (2020), and Iowa State Department of Economics (2020) for helpful comments. We also thank Hunt Allcott, Brant Callaway, Scott Cunningham, Dhaval Dave, Daniel Dench, Andrew Goodman-Bacon, Michael Grossman, Donald Kenkel, Alex McGlothlin, David Powell, Charlie Rafkin, Henry Saffer, Pedro Sant'Anna, and Douglas Webber for helpful comments and suggestions. Researcher(s) own analyses calculated (or derived) based in part on data from Nielsen Consumer LLC and marketing databases provided through the NielsenIQ Datasets at the Kilts Center for Marketing Data Center at The University of Chicago Booth School of Business. The views expressed herein are those of the authors and do not necessarily reflect the views of the National Bureau of Economic Research or the National Institutes of Health. Researcher(s)’ own analyses calculated (or derived) based in part on data from Nielsen Consumer LLC and marketing databases provided through the NielsenIQ Datasets at the Kilts Center for Marketing Data Center at The University of Chicago Booth School of Business. The conclusions drawn from the NielsenIQ data are those of the researcher(s) and do not reflect the views of NielsenIQ. NielsenIQ is not responsible for, had no role in, and was not involved in analyzing and preparing the results reported herein.