As the symbolic CAP of the 100 days of the Trump mandate, Amazon has briefly planned to display on certain products the share of customs duties. An initiative quickly abandoned after a reaction from the White House and a direct call from the president to Jeff Bezos. The company did not follow up.
A price line that has become red line
The idea was to indicate the additional cost of customs tariffs on products sold via Amazon Haulits section at low prices. A measure of tariff transparency, comparable to certain practices in large distribution, notably with Michel-Édouard Leclerc. The display has never been implemented. Following revelations in the press, the American executive reacted publicly, asking for his withdrawal.
Inform, a double reading gesture
The White House described this project as “politics” and “hostile”. The fact of explaining the impact of customs duties on the final price – yet based on an economic reality – was interpreted as a questioning of the presidential speech. Tariff transparency has been reclassified in political activism.
New opinion marketing?
Amazon chose not to go further, but the message did not remain a dead letter. This episode recalls to what extent certain economic data, even factual, can become sensitive when they interfere with a political narration.
Some brands have already taken this path: in 2017 Patagonia continued the Trump administration in the name of environmental protection. In 2021 Levi’s has taken a stand against restrictive electoral laws in the United States. Ikeamore discreet but just as committed, regularly challenges decision -makers on climatic issues, through its campaigns. And the British brand Brewdogin a much more radical way, made political conflict a brand signature.
