The current effect estimation is first made by using the balance panel data of the products involved in China's non‐tariff measures against the United States from 2000 to 2015, but the fitting effect is found to be poor. Therefore, the first‐order difference model is used to empirically test how the changes of China's non‐tariff measures against the United States affect the changes in import at the enterprise‐product level and the degree of impact. It is found that China's non‐tariff measures against the United States have import inhibition effect, and the inhibition effect is lagging behind. Among them, quantitative control measures have the greatest impact on the import of enterprises, followed by other non‐tariff measures and TBT.