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Target will soon stop matching prices from Amazon and Walmart—a policy it has offered for more than a decade.

The change takes effect on July 28, and shoppers will only be able to request price matches for products sold by Target or Target.com.

The decision ends a 12-year-old policy that let customers request a price match within 14 days of purchase, as long as the item was the same in brand, size, color, and model. It had to be sold and shipped by Amazon or Walmart.

"Guests overwhelmingly price match Target and not other retailers," a Target spokesperson said. "Starting July 28, we'll update our Price Match Guarantee policy to reflect this."

According to CBS News, Target first introduced competitor price matching in 2013, calling it an "unbeatable value." But now, the retailer says most shoppers only care about prices within its own stores or website.

This move comes at a tough time for Target. In May, the company reported that sales had dropped nearly 3% compared to last year's first quarter.

CEO Brian Cornell said Target is facing "an exceptionally challenging environment," pointing to low consumer confidence and rising tariffs as key problems.

Target Updates Price Match Policy Amid Profit Concerns

Other retailers still have some form of price matching. Best Buy and Home Depot offer it, and Walmart will only match prices found on its own website. Amazon, on the other hand, does not offer price matching at all.

Neil Saunders, a retail expert at GlobalData, said Target's move is a step back for shoppers. "It's a deterioration in customer service," he said. But he also pointed out that Target was more generous than most competitors for a long time, USA Today said.

Saunders added that price matching matters most for big purchases, like TVs and appliances, where people compare prices more carefully.

Financial pressure may also be behind the change. "Target's profits have taken a hit," Saunders said. "Cutting back on price matching helps save money, especially now that costs are rising due to tariffs."

Target has also faced boycotts tied to its stance on social issues, which may have added to its struggles.

Still, the company insists that customer habits—not financial troubles—are behind the policy change. "This update reflects what guests are already doing," the spokesperson said. "They trust Target to offer great value."

The updated price match policy takes effect July 28.

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