Target will end its guarantee to price match Amazon and Walmart from this Monday, the company said in a statement. 

The chain will now only price match products with its own in-store and online prices within 14 days of a price drop.

The move puts Target in line with the rest of the industry, with Walmart ending its price-matching policy in 2019 and now offering it only in its online store, and Amazon’s policy not including any option to price match at all. 

GlobalData MD and retail analyst Neil Saunders said the decision was a sign that Target may have been too generous with its price-matching policy. 

“Price matching is more important on big-ticket items, such as appliances and electronics, as these goods are expensive, and shoppers are very active in making price comparisons,” said Saunders. 

“It is also easy to compare items as they are usually brands and carry specific model numbers, which are easy to research online.”

With weakening profitability and tariff impacts, Saunders said that the company would have to be financially disciplined if it wanted to invest in more stores.

“Ending price matching helps to achieve this, especially at a time when costs are rising because of tariffs,” he said.