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 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.

Shoppers will no longer be able to buy an item for a lower price if they can prove that they found an identical product listed for less by Amazon or Walmart.