After more than a decade of promising “unbeatable value,” Target is walking back one of its most customer-friendly policies. Starting July 28, the retailer will no longer price match Amazon or Walmart — ending a 12-year run that allowed shoppers to snag the lowest price if they could prove a better deal elsewhere.

Target will stop matching prices of Walmart, Amazon originally appeared on Bring Me The News. Target will stop price matching identical items sold for less by its biggest competitors, Walmart and Amazon, later this month.