Shoppers will no longer be able to buy an item for a lower price if they can prove that they found an identical product listed for less by Amazon or Walmart.

Target is scrapping its longtime price-match policy, which allowed shoppers to match prices from competitors like Walmart and Amazon. Why it matters: The Minneapolis-based retailer was one of the last major retailers offering the price protection option.

Target is ending its guarantee to price match Amazon and Walmart on July 28. A spokesperson for the retailer confirmed the policy change to USA TODAY. Beginning July 28, Target will only match its own in-store and online prices at Target.