This major customer perk is going away on July 28, the retailer has announced: Say goodbye to price matching with Amazon and Walmart.

Target is ending a price matching policy that for 12 years allowed customers to request a price match if they found an identical item with a lower cost at competitors Amazon or Walmart.

Under Target's current policy, the company will match the price of store-bought products if customers "then find the identical item for less at Target.com, Amazon, Walmart " or with the Target Circle loyalty program, allowing customers to make a request within 14 days of purchase.