Under the new policy, shoppers who buy items in a physical Target store will still have the option to request a price match if they find a lower price for the same item on Target.com or through a Target Circle offer. However, the company will no longer honor lower prices found on external retail websites such as Amazon or Walmart, which were previously eligible for price matching.
The adjustment to the policy appears to be based on internal research suggesting that customers are primarily seeking matches within Target's own pricing ecosystem. According to the company, most guests who use the price matching feature already focus on comparing in-store prices with those found on Target.com or promotional deals within Target’s own loyalty platform.
The company explained that this change reflects a trend of growing trust in its pricing strategies and the perceived value within its assortment. The updated policy aims to simplify the process for both customers and store employees, ensuring smoother operations and fewer conflicts over third-party pricing validations.
Nevertheless, not all customers are welcoming the change. Many shoppers have voiced their concerns online, stating that the elimination of price matching with major competitors will reduce flexibility and savings. Some long-time customers expressed their dissatisfaction, saying they may opt to shop where the lower price is available rather than depending solely on Target.
The timing of this policy shift is particularly important as consumers continue to navigate inflation, increased living costs, and a greater reliance on digital retailing. For many households, competitive shopping has become a necessity, and price matching policies have been an essential tool for savings. The removal of Amazon and Walmart from Target’s price match list may impact the purchasing decisions of cost-conscious shoppers.
Under the revised terms, eligible price matches must be for identical items—matching in brand, model, size, weight, color, and quantity. Customers can request a match within 14 days of purchase, and price differences will be adjusted at the point of return or refund. Exclusions and limitations remain, and items such as clearance, refurbished products, and time-limited promotions are not eligible under the new rules.
This change also signals a larger trend in the retail industry where companies are focusing more on their own digital platforms and loyalty programs to drive engagement and customer retention. By prioritizing Target.com and Target Circle offers, the company is steering consumers toward exclusive platforms that allow for targeted promotions and personalized savings.
To adapt, shoppers who frequent Target stores are encouraged to stay updated on Target Circle deals, download the official app, and regularly check Target.com for price changes. These tools will become even more important for customers who want to make the most of the new policy.
The update to Target's Price Match Guarantee officially takes effect on July 28. Customers should review the complete terms and conditions available on the company’s official website or in-store customer service areas to understand how this change may affect future purchases.
