Does Target Price Match Amazon? Policy Ended in 2025

Quick Summary: Target ended its Amazon and Walmart price-matching policy on July 28, 2025. Customers can no longer request price adjustments based on competitor pricing from these retailers. Target now only matches prices found on its own website (Target.com) or in its physical stores, not external competitors.

For twelve years, Target shoppers enjoyed a convenient perk: if they found an identical item cheaper on Amazon or Walmart, they could request a price match. That era ended in 2025.

The retail landscape shifted significantly when Target announced it would discontinue matching prices from external competitors. This change affects millions of shoppers who relied on the policy to score the best deals without visiting multiple stores or websites.

So what happened? And more importantly, how can shoppers adapt?

What Was Target’s Original Price Match Policy?

According to Target’s official policy documentation, the retailer introduced year-round price matching for online competitors on January 8, 2013. The program initially included Amazon.com, Walmart.com, BestBuy.com, and Toysrus.com (including Babiesrus.com).

The policy allowed customers to request a price adjustment if they found an identical item—same brand name, size, weight, color, and model number—at a lower price within 14 days of purchase. Shoppers could make the request at checkout, at Guest Services in stores, or by chatting online with customer service.

But here’s the thing: proof was required. Screenshots wouldn’t cut it. Customers needed to show the actual digital ad, website, or Target app displaying the lower price.

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The Policy Change: What Happened in July 2025

Target confirmed to USA TODAY and other outlets that effective July 28, 2025, the price-matching guarantee for Amazon and Walmart would end. The announcement came without extensive advance warning, catching many regular shoppers off guard.

The new policy is significantly more restrictive. Target now only matches prices between its own channels—meaning if an item costs less on Target.com than in a physical Target store, or vice versa, customers can still request that adjustment.

External competitor matching? Gone.

Why Did Target End Amazon Price Matching?

Target hasn’t released an extensive public statement explaining the decision, but retail analysts have offered insight. The move appears financially motivated, particularly as the company faces rising operational costs.

One retail analyst told USA TODAY that ending price matching helps Target’s bottom line, especially during a period of increasing costs related to tariffs and supply chain pressures. The policy change represents a cut in customer service, but it also reduces the margin compression that occurs when retailers consistently match lower competitor prices.

Real talk: maintaining competitive pricing guarantees is expensive. Every price match represents lost margin, and with Amazon’s algorithmic pricing strategies and Walmart’s scale advantages, Target likely found itself making frequent adjustments that hurt profitability.

How Target’s Policy Compares to Competitors Now

Target isn’t alone in scaling back price-matching guarantees. Walmart eliminated its price-matching policy back in 2019, well before Target’s change.

However, some major retailers still maintain competitive price-matching programs. Best Buy and Home Depot continue to offer price-matching policies that include select online and brick-and-mortar competitors.

What Shoppers Can Do Now

The policy change doesn’t mean savings opportunities disappeared. They just require different strategies.

First, shoppers can still take advantage of Target’s internal price matching. If an item appears cheaper on Target.com than in stores—or vice versa—that adjustment remains available. According to Target’s official help documentation, customers can request this at checkout, at Guest Services, or by chatting online.

Second, the Target Circle Card still provides a consistent 5% discount on purchases, and this discount applies even to price-matched items. Some restrictions apply, but the card represents a straightforward way to save without hunting for competitor prices.

Third, comparison shopping before purchase matters more now. Checking prices across retailers before buying—rather than relying on post-purchase adjustments—becomes the primary strategy.

Frequently Asked Questions

The Bottom Line

Target’s decision to end Amazon and Walmart price matching represents a significant shift in retail strategy. After twelve years of offering competitive price guarantees, the retailer moved to an internal-only matching system that prioritizes profitability over the convenience of post-purchase price adjustments.

For shoppers, this means adapting strategies. Comparison shopping before purchase, leveraging the Target Circle Card for consistent savings, and staying aware of Target’s weekly deals become more important.

The retail environment continues evolving. While price-matching policies come and go, savvy shoppers can still find value by staying informed and flexible in their approach to finding the best deals across retailers.