Amazon has responded to growing backlash by clarifying its controversial tariff price label plan, following strong words from the White House — which labelled the move a “hostile act” during Karoline Leavitt’s press conference on Tuesday.

The plan, which involves prominently labelling products impacted by new tariffs, has sparked political tension, with officials suggesting it may be an attempt to sway public opinion against U.S. trade policies. In its statement, Amazon defended the decision as a measure of transparency, aimed at helping consumers understand why prices are rising on certain goods.

Despite the explanation, the move has already stirred debate over whether the retail giant is venturing into political territory. More updates are expected as the situation develops.

Karoline Leavitt brandished a picture of Jeff Bezos on Tuesday(Image: AFP via Getty Images)
After White House press secretary Karoline Leavitt slammed the company for what she called a “hostile” act – Amazon has fired back.

The online retailer was said to be preparing to announce how much Trump’s tariffs are adding to the price of each of its products on its website, according to Punchbowl News on Tuesday. But the company has since confirmed that they will not be making displaying the effects of the tariffs on costs.

It was a proposed move – whether seriously being considered or not – that was harshly criticized by the Trump administration. The president himself was believed to have been annoyed by the idea.

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It forced the retail giant to come out publicly and deny they were going to take such an action. Before the clarification, Leavitt bashed the potential move at a press briefing with Treasury Secretary Scott Bessent as they celebrated the president’s first 100 days in office on Tuesday – according to an article by The Sun.

“This is a hostile and political act by Amazon,” Leavitt told reporters, adding that Trump disapproved of the idea. “Why didn’t Amazon do this when the Biden administration hiked inflation to the highest level in 40 years?” she asked.

“It’s not a surprise because, as Reuters recently wrote, Amazon has partnered with a Chinese propaganda arm,” she added, holding up a picture of Bezos in a 2021 article by Reuters.

White House Press Secretary Karoline Leavitt joined by US Secretary of Treasury Scott Bessent, holds a news article on Amazon CEO Jeff Bezos that reads “Amazon partnered with China propaganda arm” (Image: AFP via Getty Images)
Following Leavitt’s remarks on Tuesday, Amazon shares dropped more than 2% in premarket trading.

The report Leavitt referenced was from when Amazon came under scrutiny for marketing a collection of speeches by the Chinese President Xi Jinping in 2019. Back then, Amazon had partnered with a Chinese propaganda arm to create a portal where shoppers couldn’t see ratings and comments on certain products. “So this is another reason why Americans should buy American,” Leavitt stated.

The media asked Leavitt about Trump’s relationship with Amazon CEO Jeff Bezos but the press secretary declined to answer the question directly. “I will not speak to the president’s relationships with Jeff Bezos, but I will tell you that this is certainly a hostile and political action by Amazon,” said Leavitt.

The relationship between Bezos and Trump has been a rocky one. In recent years, the president and the Amazon founder have appeared to be friends. The Amazon billionaire supported trump at his inauguration in January with his fiancée Lauren Sánchez.

Jeff Bezos(Image: Variety via Getty Images)

But the two haven’t always been on great terms after Bezos criticized the president’s rhetoric and joked about sending him to space after Trump’s first campaign in 2016.

The assassination attempt on Trump during his campaign rally in Butler, Pennsylvania, in July 2024 saw the two become closer. The day after the election, Bezos praised Trump for an “extraordinary political comeback and decisive victory.