After more than a decade of promising “unbeatable value,” Target is walking back one of its most customer-friendly policies. Starting July 28, the retailer will no longer price match Amazon or Walmart — ending a 12-year run that allowed shoppers to snag the lowest price if they could prove a better deal elsewhere.

“Our advertising business across markets increased 50%, including Vizio. Walmart Connect in the U.S., which doesn’t include Vizio, grew 31%. Sam’s Club U.S. ad business was up 21%, and we saw 20% growth in our International markets, led by Flipkart,” Walmart CFO John David Rainey said during the chain’s first-quarter-earnings call.

Starting July 28, Target will stop matching prices from Amazon and Walmart after 12 years. Here's why they're doing it.