Target has announced the discontinuation of its price-matching policy with competitors like Walmart and Amazon, effective July 28, 2025. This decision ends a feature that has been a staple for savvy shoppers for the last 12 years.
The price-matching policy allowed shoppers to request lower prices at the time of purchase and up to 14 days after buying an item. Originally introduced in 2013, it was an extension of previous holiday policies and initially included Best Buy and Toys R Us alongside the two major competitors.
A spokesperson from Target explained that the decision stems from customer behavior, noting that shoppers typically price match products from Target rather than externally. Target aims to provide value through its everyday low prices, exclusive brands, and its loyalty program, Target Circle.
While the external price match feature will be eliminated, Target will continue to honor price matches within its own stores and online platforms. This means customers can still get refunds for lower prices found on Target’s website or through Target Circle deals within a 14-day period after their purchase.
This shift reflects Target’s strategy to focus on internal pricing strategies, even as the landscape of retail pricing continues to evolve. Shoppers can still benefit from price adjustments for items purchased from Target if they find better deals within their own offerings.