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 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.com, if the price drops within 14 days, the spokesperson said.

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