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 will stop matching prices of Walmart, Amazon originally appeared on Bring Me The News. Target will stop price matching identical items sold for less by its biggest competitors, Walmart and Amazon, later this month.

This major customer perk is going away on July 28, the retailer has announced: Say goodbye to price matching with Amazon and Walmart.