Target is ending its price match guarantee, further eroding customer trust and pushing shoppers to Amazon and Walmart that have the competitive edge in prices.

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. The policy enabled a price match if shoppers could provide proof of the lower price within 14 days of their purchase.

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.