Price matching is no more at the big red box retailer. After offering the deal to price match with competitors for the past 12 years, Target is officially revoking the privilege. The department store previously allowed customers to get an item for cheaper if they could provide proof of a lower price from another store.

For years, Target has offered a customer-friendly policy, offering to price match with other retailers like Walmart or Amazon. However, that policy is officially over. Previously, Target shoppers could request price matches for identical qualifying products sold by competitors like Amazon and

Target is ending its price match guarantee, further eroding customer trust and pushing shoppers to Amazon and Walmart that have the competitive edge in prices.