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.

After more than a decade, the retail giant is ending its guarantee to price match products sold for less at Amazon and 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.