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.

That allows for lower prices, as there is no third party to share the revenue with, and it means that the brand can never be pulled. This isn’t Target offering glorified generics like Costco’s Kirkland originals brand.