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.

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

The policy, which has been in place since 2013, allowed customers to price match to competitors Amazon and Walmart if the same item was sold for less than Target's price.