Target is ending a price matching policy that for 12 years allowed customers to request a price match if they found an identical item with a lower cost at competitors Amazon or Walmart.

Under Target's current policy, the company will match the price of store-bought products if customers "then find the identical item for less at Target.com, Amazon, Walmart " or with the Target Circle loyalty program, allowing customers to make a request within 14 days of purchase.

Target will no longer match prices from Amazon or Walmart, ending a nearly 10-year-old policy that let customers claim refunds for cheaper prices at competing retailers. The updated rule limits price matching to Target stores and its own website.