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

Target is scrapping its longtime price-match policy, which allowed shoppers to match prices from competitors like Walmart and Amazon. Why it matters: The Minneapolis-based retailer was one of the last major retailers offering the price protection option.