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.

Amazon reportedly plans to display the cost of President Donald Trump's tariffs next to products on its online marketplace.

Amazon clarified that although it considered displaying import charges on items sold through its site for ultra-discount items, the plan “was never approved and not going to happen.”