After more than a decade, the retail giant is ending its guarantee to price match products sold for less at Amazon and Walmart.

Starting July 28, Target will stop matching prices from Amazon and Walmart after 12 years. Here's why they're doing it.

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.