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 is ending its guarantee to price-match Amazon and Walmart on July 28. A spokesperson for the retailer confirmed the policy change to USA TODAY. Beginning July 28, Target will only match its own in-store and online prices at Target.com, if the price drops within 14 days, the spokesperson said.

That allows for lower prices, as there is no third party to share the revenue with, and it means that the brand can never be pulled. This isn’t Target offering glorified generics like Costco’s Kirkland originals brand.