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.

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.

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.

Over the years, Target has employed a very customer-friendly policy in which the store would offer price matches on other retailers. However, Target will soon be ditching that policy. Target's current policy allows customers to request price matches on identical qualifying items sold by competitors

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.

Target is planning to ditch its competitor price match policy, a decision that has some customers seeing red. Starting July 28, the retail giant said it will only offer price matching between Target stores and Target.com, a company spokesperson confirmed to McClatchy News.

Before the July 28 update, Target's price match policy honored lower prices on identical items sold and fulfilled for less at Amazon and Walmart and found on Target's website. Consumers had 14 days or less after purchase to request price matches, which they could do in store or online.