In a major shift for budget-conscious shoppers, Target has officially discontinued its longstanding price-matching policy with competing retailers like Amazon and Walmart. The change, which took effect on Monday, marks the end of a 12-year-old practice that once positioned the retail giant as a pioneer in aligning in-store prices with those found online.

Launched in 2013, the “Price Match Guarantee” allowed customers to request a lower price on items sold for less by certain online or brick-and-mortar competitors. It was seen as a bold move at the time—making Target the first major physical retail chain to embrace widespread price matching in response to growing pressure from e-commerce giants.

Under the new policy, Target will now only honor price adjustments within its own ecosystem. According to updated terms, an item qualifies for a price match only if it is identical in brand, size, color, model number, and other characteristics, and if it’s found for less on Target.com or at a local Target store. This change is limited to items purchased either the same day or within the past 14 days.

A company spokesperson explained the rationale behind the shift, noting that the majority of customers tend to compare prices within Target’s own offerings rather than with external competitors. This, they said, reflects a strong level of trust in the brand’s pricing and perceived value.