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.

Target will modify its price match policy beginning next Monday, restricting matches to its own stores and website.