After more than a decade, one of America’s favorite discount retailers is waving goodbye to a money-saving perk cherished by savvy shoppers. Starting Monday, July 28, Target will no longer honor competitor price matches, ending its policy of matching prices from rivals like Amazon and Walmart. This bold move marks a major strategic shift as Target navigates a rapidly changing retail landscape—and signals much more than just a tweak in corporate policy.

Why Is Target Making This Change?

According to Target, the decision comes down to customer behavior. A spokesperson told Axios, “We've found our guests overwhelmingly price match Target and not other retailers, which reflects the great value and trust in pricing consumers see across our assortment and deals”. That means, going forward, Target will only price match between its own stores and Target.com—mirroring Walmart's current approach, and leaving Amazon without any price-matching option at all.

This isn’t just about operational streamlining. The company reported a nearly 3% sales decline in Q1 compared to last year—and, like many retailers, is contending with inflation, shifting consumer confidence, and profit margins squeezed by tariffs and boycotts. Neil Saunders, Managing Director at GlobalData Retail, notes, “While this policy shift aligns Target with other retailers, it also streamlines operations and safeguards profitability. Discontinuing price matching aids in this endeavor, especially amidst rising costs due to tariffs”.

What Does Target’s New Policy Mean for Shoppers?

  • No More Matching with Amazon, Walmart, or Others: The 14-day window to request a post-purchase price adjustment now applies only to Target’s own prices—either store vs. Target.com or vice versa.
  • Pressure on Target Pricing: Retail analyst Kristin McGrath, senior editor at the Krazy Coupon Lady, explains, “Target's change means shoppers have lost their final option for getting matched prices on everything from toys, to home goods, to electronics under one roof”.

Price-conscious US households may feel the pinch, especially with a recent Profitero study finding Target’s prices average 13% higher than Amazon’s, and even Walmart generally undercutting Target by 5%.

Industry Perspective: Is This the New Normal?

Walmart and Amazon have already stopped price matching with competitors, though Best Buy and Home Depot still do. Some experts see Target’s move as “the end of an era” for price-matching in major US retail. Others warn Target will have to work harder to maintain consumer trust and loyalty—since “competitor price matching has provided Target with favorable value perceptions among shoppers,” as one Georgetown University business expert observed.

The Bottom Line

While Target promises everyday low prices and enticing in-house deals, Monday’s policy shift reflects the reality of tough market pressures and a recalibration to protect profits in uncertain times. For American families, the days of effortless price-matching at the red bullseye are officially over—but value hunters will be watching closely to see if Target’s sticker prices continue to hold up to the competition.

“Without the safety net of price matching, Target must exert more effort to demonstrate that its pricing is both competitive and trustworthy.”
—Neil Saunders, GlobalData Retail

Shoppers, stay sharp, compare before you buy—and, as always, keep your receipt!