Target Ends Price Match Guarantee With Amazon & Walmart

Target has officially announced that they will end their long-running Price Match Guarantee with Amazon and Walmart on July 28, 2025. Going forward, the company will only honor price matches within their ecosystem. 

This means that if you find a better price on Target.com or at a different Target location, you can still request a match. However, outside competitors will no longer count.

This change marks the end of a 12-year-old perk that allowed Target shoppers to request a price match at checkout, or retroactively up to two weeks after purchase, if a qualifying item was listed for less at either Amazon or Walmart. That small price drop greatly impacted many customers, especially those buying electronics or household goods.

However, according to Target, most shoppers weren’t actually using the policy to compare across brands. “We’ve found our guests overwhelmingly price match Target and not other retailers,” the company said in a statement. “This reflects the great value and trust in pricing consumers see across our assortment and deals.”

In other words, most price match requests came from shoppers comparing Target against… Target. Whether it was the website showing a better price than the store shelf, or a recent sale after a purchase, the benefit was mostly used internally. 

So Target is keeping that part of the policy. If an item you buy at Target drops in price on Target.com, or vice versa, you can still request a refund for the difference within 14 days.

However, removing Amazon and Walmart from the program means consumers will have to pay closer attention. 

If you spot a lower price at a competitor, Target won’t honor it anymore. Instead, you’ll need to decide if you want to shop around or stick with Target’s pricing as-is.

From a business perspective, the change aligns Target with most major retailers. Amazon has never offered price matching, and Walmart discontinued their competitor price match program in 2019. Only a few big players, like Best Buy, still maintain limited match guarantees.

Retail analysts say the move is also part of a broader strategy. Target’s earnings have taken a hit in 2025, with slower sales and tighter consumer spending. 

Simplifying policies like price matching allows the company to reduce complexity, avoid profit loss, and focus on their pricing strategy.

Target still emphasizes their commitment to competitive pricing, pointing to programs like Target Circle, seasonal promotions, and a potent mix of exclusive store brands. 

However, for shoppers who’ve come to rely on the peace of mind that price matching offers, especially when trying to choose between major retailers, this change may feel like one less reason to choose Target over their rivals.

That said, if you shop at Target often, this may not change much. You’ll still be able to get a price adjustment if your item drops in price on Target.com or in-store within that two-week window. 

The company is betting customers will stick around because of convenience, loyalty perks, and consistency in pricing.

Still, it may be worth checking prices now if you’re planning a big purchase like school supplies, tech upgrades, or household essentials. 

The current policy remains in effect until July 28, so you still have time to get the best of both worlds. After that, Target will stand on their pricing. Whether that’s good enough for you may depend on how closely you monitor the numbers.