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

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.