Target is ending price matching of products sold for less at its competitors' stores and websites. For 12 years, Target customers who found a product that was sold for less on Amazon or Walmart's websites could request to buy the same product that was sold at a Target store at the lower price.

EL CAJON, Calif. — Target's popular price-matching policy is ending. For years, the company has matched the price of an item if a customer can prove it's being offered at a lower price somewhere else.

Target's current price-match policy says "We’ll match the price if you buy a qualifying item at Target and then find the identical item for less at Target.com, Amazon, Walmart or with a Target Circle™ deal (deals that apply automatically upon identifying yourself as a Target Circle member).