Overview

• Beginning July 28, Target will stop matching Amazon and Walmart prices and will only adjust to lower in-store or Target.com prices within 14 days of purchase.
• A Target spokesperson said most guests were already price matching within the retailer’s own channels rather than with competitors, driving the policy shift.
• The change brings Target in line with Amazon, Walmart and Costco, all of which restrict price guarantees to their own offerings.
• Target pointed to flat revenue since 2021, a roughly 60 percent share-price decline and potential tariff expenses as reasons to simplify pricing and protect margins.
• The decision follows recent first-quarter revenue misses, a lowered full-year sales outlook and consumer boycotts over diversity and inclusion rollbacks.