The White House took aggressive aim at Amazon, with President Donald Trump putting in a call to Amazon founder Jeff Bezos Tuesday morning, after the company considered displaying the added cost of tariffs on certain items.

Donald Trump called Amazon founder Jeff Bezos to complain about the plan, which the company said had been rejected.

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.