Target has ended its price matching of products sold for less at its competitors' stores and websites.
For 12 years, Target customers who found a product that was sold for less on Amazon or Walmart's websites could request to buy the same product that was sold at a Target store at the lower price.
As of Monday, the Minnesota-based retailer ended its longtime "Price Match Guarantee" policy, removing the price match with competitors and only keeping the match for products with price differences that were sold in Target stores and on Target's website.
According to Target's website, an item may qualify for a price match now only "if it's an eligible Target product, bought from Target today, or in the past 14 days. It must be an identical item, brand name, size, weight, color, quantity and model number and the price is lower from Target.com or your local Target store."
Target first introduced its "Price Match" policy in 2013, becoming the first brick-and-mortar retail chain to launch price matching of products, often sold for cheaper online.
The change at the time was supposed to be a permanent update.
Target CEO says tariffs risk 'massive' costs, but price hikes a 'last resort'"We've found our guests overwhelmingly price match Target and not other retailers, which reflects the great value and trust in pricing consumers see across our assortment and deals," a Target spokesperson told ABC News in a statement on July 21, when the change in the retailer's price match policy was first announced.
Target's sales have recently taken a hit, with the chain retailer reporting May a sizable decrease in its first quarter earnings, down from $24.5 billion in the first quarter of 2024 to $23.8 billion in the first quarter of 2025.
At the time, the retail giant said customers weren't shopping as much in its stores and cited a backlash to Target ending corporate diversity initiatives and uncertainty amid tariff increases.
Target reports dip in sales amid tariffs, diversity backlashIn comparison, competitor Walmart reported steady sales with a 4.5% growth in the U.S. and 21% growth in its e-commerce business.
