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.

For years, Target has offered a customer-friendly policy, offering to price match with other retailers like Walmart or Amazon. However, that policy is officially over. Previously, Target shoppers could request price matches for identical qualifying products sold by competitors like Amazon and

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.