transparency, politics, and what goes into the prices you pay on Amazon. I'm David Brancaccio in Los Angeles.

After a published report that Amazon was planning to break out for customers how much tariffs were raising prices on individual items, there was sharp pushback from the White House.

The spokesperson called this quota hostile and political act.

Amazon says that plan is now off the table.

Other companies are displaying this in their pricing.

Timo is listing import charges at checkout.

Volkswagen said earlier this month it would display an import fee.

Marketplaces Samantha Fields reports.

These days, Mark Cohen, the recently retired director of retail studies at Columbia Business

School, is getting a lot of phone calls from people he knows in the fashion business.

They're calling me looking for an opinion as to whether they should mark their prices as being

tariff-driven. And my answer is, yes, you bet. Because if you're a

customer and you go to a store to buy something you're used to getting for $100 and it's suddenly

150, I think you deserve an explanation. But Cohen says businesses are torn between wanting to give

that explanation and being concerned it might not go over well.

Nitin Jan at Alex's partners says they have reason to be.

Because of the backlash that many retailers have seen in the recent past,

retailers are conscious about not taking a political view. But just increasing prices may cause its own backlash.

Arun Sundaram at CFRA Research says some businesses may have no choice,

but others like big box retailers are looking to avoid it.

They're trying to move sourcing out of China, for example, or work with different suppliers.

A lot of them have also been buying inventory in advance.

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