Overview

• Starting July 28, Target will no longer match prices against Amazon or Walmart and will limit its Price Match Guarantee to purchases at Target stores or Target.com within 14 days of purchase.
• The policy launched in 2013 to counter online rivals allowed customers to request rebates if they found identical items cheaper at Amazon, Walmart or Target.
• A Target spokesperson said guests overwhelmingly sought price matches within Target’s own channels rather than at competing retailers.
• The decision follows flat revenue since 2021, a roughly 60% decline in Target’s share price and CEO Brian Cornell’s warning about potential tariff-driven cost increases.
• With Walmart ending its price-match guarantee in 2019 and Amazon never offering one, Target’s change brings it in line with major retail peers.