Target is ending its guarantee to price match Amazon and Walmart on July 28. A spokesperson for the retailer confirmed the policy change to USA TODAY. Beginning July 28, Target will only match its own in-store and online prices at Target.

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.

A 12-year program that gave customers lower prices is coming to an end at Target. The retailer will no longer offer price matching with competitors Amazon and Walmart, CBS News reported. Target had allowed shoppers to request a price match if they found an identical item from those companies within 14 days of purchase.