Amazon will display tariff prices, and the White House angrily criticized and terminated the plan

On Tuesday, Amazon was reportedly considering displaying tariff surcharges on its ultra-low-price shopping platform Haul. According to CCTV News, Amazon will soon "clearly display the proportion of the tariff amount next to product prices." This move may directly show American consumers how Trump's tariff policy has driven up product prices, but it could potentially damage any good relations the company and its founder Jeff Bezos have established with the Trump administration.

On April 29th local time, after Amazon announced it would start labeling the additional costs of products due to Trump's tariff policy, the Trump administration launched a fierce attack on Amazon that same day. White House Press Secretary Levitt called the move a "hostile political act."

In response, an Amazon spokesperson, Tim Doyle, stated:

The team responsible for our ultra-low-price mall Amazon Haul did consider listing import tariffs on certain products. But this was never approved and will not happen. It was never considered for implementation on the main Amazon site, and there is currently no such measure launched on any Amazon platform.

Amazon Haul is a shopping platform focused on ultra-low-priced goods launched by Amazon in November 2024, aimed at competing with e-commerce platforms that emphasize low-price strategies. The platform offers products priced at no more than $20, covering various categories such as fashion, home, beauty, and electronics. Most products are priced under $10, with some as low as $1. The Amazon Haul platform is separate from its main storefront.

On Tuesday, Amazon's stock fell over 2% in early trading but later fluctuated and turned upward.

After Amazon's clarification statement, U.S. Secretary of Commerce Howard Lutnick posted on X platform that it was a "wise decision."

According to media reports, Trump personally called Amazon founder Bezos on Tuesday morning to express dissatisfaction with the related reports. Later that afternoon, Trump told reporters that Bezos was "very friendly and handled it well," and said he "resolved the issue quickly." Trump also added, "He's a good guy."

Bezos, the founder and largest shareholder of Amazon, has been trying to establish a good relationship with Trump around the time of Trump's second term. He dined with Trump at Mar-a-Lago in Florida and appeared alongside several tech executives at the inauguration on January 20. Amazon also donated to Trump's inauguration fund and reportedly spent $40 million to obtain the rights to a documentary about First Lady Melania Trump Amazon and other retailers are currently assessing the impact of Trump's new tariff policy. Earlier this month, Amazon began reaching out to its vast network of third-party sellers to understand the effects of tariffs on their logistics, product sourcing, and operations. Some sellers have started raising prices and cutting advertising spending to cope with higher import costs. Amazon CEO Andy Jassy stated earlier this month that sellers are likely to need to "pass on" some of these costs to consumers