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But regardless, they're not saying they would increase the "price" (whatever that means), but just that if the tariff situation changes, then the customer will need to pay the additional tariff. This is the same as what would happen if a state increased the sales tax rate and they had to collect and remit additional sales tax. It just so happens that it's unlikely any state is going to sharply increase its sales tax in the next year, but there's a decent chance the tariff rate will jump. If the sales tax went up, I wouldn't consider that to be the company raising the price. Same for tariffs, in my book.
Which means that in high-profile cases where the VAT rate is disputed, it's the retailer who is on the hook for the disputed amount. Recent examples being Greggs (a baker, who won their case, so no tax payable) and Uber (where I'm not actually sure whether it's finalised yet? But if they end up needing to pay VAT then it's going to be expensive).
