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.

Target will no longer match prices from Amazon or Walmart, ending a nearly 10-year-old policy that let customers claim refunds for cheaper prices at competing retailers. The updated rule limits price matching to Target stores and its own website.