Target to end 12-year price match policy with Amazon and Walmart by July 28
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Target is ending its price-match policy with other stores like Walmart and Amazon after 12 years. The last day to use the current policy is Monday, July 28, 2025. This policy started in 2013 as a way to help shoppers get the lowest price by matching big competitors like Amazon, Walmart, Best Buy, and Toys R Us.Even before that, in 2009, Target had a holiday deal called the Target Low Price Promise, which was only for select online stores. A Target spokesperson said most shoppers are using price match only to compare Target prices, not other retailers, as per the nj.com report.The spokesperson also said Target wants to focus on giving everyday low prices, affordable store brands, and cool deals like Target Circle. Target Circle is Target's free membership program with special discounts and deals, as per the reports.After July 28, Target will only match prices within its own system — like between stores and its website. For example, if something gets cheaper within 14 days, you can still ask Target to refund you the difference. This means external price matching is going away, but internal price protection stays, according to the report by nj.com.Cutting price-match may help increase Target's profit margins, since they won't have to lower prices just to match competitors. It shows Target wants to focus on brand value, not a price war with Amazon or Walmart — a shift in long-term strategy, as mentioned in the reports.The move might be to control costs better and protect earnings, especially during inflation or tight quarters. Some loyal shoppers may not like the change, which could cause short-term backlash or lower store traffic, according to the report by nj.com.But if Target's own prices stay low with good deals, this might strengthen brand trust and loyalty, helping the stock in the long run. Investors should watch Target's Q3 earnings, shopper feedback, and price perception in the next 2–3 months, as per the reports.Target will stop matching prices from Amazon, Walmart, and other stores on July 28, 2025.Yes, Target will still match lower prices from its own website or stores within 14 days of purchase.
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