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.

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.

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.