The White House took aim at Amazon on Tuesday after the e-commerce giant reportedly prepared to directly display to consumers the price increases associated with President Donald Trump’s tariffs—with Trump calling Amazon founder Jeff Bezos personally to complain—but the retailer denied it considered implementing such a wide-sweeping effort.

U.S. President Donald Trump called Amazon Executive Chairman Jeff Bezos on Tuesday morning to complain about a report the company planned to display prices that show the impact of tariffs, according to multiple media outlets.