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.

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.

Target is ending price matching of products sold for less at its competitors' stores and websites. For 12 years, Target customers who found a product that was sold for less on Amazon or Walmart's websites could request to buy the same product that was sold at a Target store at the lower price.