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.

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.

Starting July 28, Target will stop matching prices from Amazon and Walmart after 12 years. Here's why they're doing it.