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.

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.