Target is scrapping its longtime price-match policy, which allowed shoppers to match prices with competitors like Walmart and Amazon. This move may alienate price-conscious shoppers who have come to rely on the policy in a competitive retail landscape.
The change takes effect July 28 and allows shoppers to match Target’s online prices in stores, but no longer compares them to external retailers. The updated policy aligns more closely with Walmart’s approach, which only matches between its stores and website.
Retail experts suggest that Target’s decision may not be driven by the limited use of the policy, but rather a desire to position itself as a follower rather than a leader on price. “One challenge with price-matching a very small number of specified retailers is that it can present a retailer as a follower rather than a leader,” said John Mercer, head of global research at Coresight Research.
To regain shopper trust, Target may focus on emphasizing everyday value, private-label strength, and strong inventory. This approach could help the retailer maintain its competitive edge without relying on price matching.
Source: https://www.axios.com/2025/07/27/target-price-matching-policy-change-amazon-walmart