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.

Before the July 28 update, Target's price match policy honored lower prices on identical items sold and fulfilled for less at Amazon and Walmart and found on Target's website. Consumers had 14 days or less after purchase to request price matches, which they could do in store or online.