You as a consumer buy my cookies for $10. Out of that price: $3 goes to production cost, $3 goes to tariffs, and $4 goes to profits. Now the taxes/tariffs are

You as a consumer buy my cookies for $10. Out of that price: $3 goes to production cost, $3 goes to tariffs, and $4 goes to profits. Now the taxes/tariffs are doubled. The producer can up their price to $13, meaning $3 to production, $6 to tariffs and $4 to profit. But customers might not accept any price higher than $10. They won't buy. So instead you continue selling for $10 and your costs are: $3 for production, $6 for tariffs and $1 in profit. That's what people mean when they say that companies are paying the tariffs. They're not profiting as much as before. In practice it's usually a mix of higher consumer prices, lower company profits, or even some products not being imported anymore.