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 will stop matching prices of Walmart, Amazon originally appeared on Bring Me The News. Target will stop price matching identical items sold for less by its biggest competitors, Walmart and Amazon, later this month.

A 12-year program that gave customers lower prices is coming to an end at Target. The retailer will no longer offer price matching with competitors Amazon and Walmart, CBS News reported. Target had allowed shoppers to request a price match if they found an identical item from those companies within 14 days of purchase.