Introduction
It’s one of those policies you just assume will always be there—until it isn’t. Well, the day has come. Target just announced it’s killing its long-standing price match guarantee against key competitors like Walmart and Amazon, effective July 28, 2025. This isn't some minor news item... it's a seismic shift that's about to reshape the pricing strategy for thousands of brands.
Sure, Target is trying to frame this as “simplifying” their pricing, but let's be real... this is a massive pivot in their competitive identity. The company is stepping away from the endless race to the bottom and doubeling down on its own ecosystem of private labels and loyalty rewards. For ecommerce brands, this is both a huge opportunity and a critical warning. The game is changing, and your playbook needs to change with it.
Key Takeaways
Effective July 28, 2025, Target will no longer price match competitors like Amazon and Walmart, only matching its own Target.com prices.
This policy change gives brands newfound freedom for channel-specific promotions but increases price competition on other marketplaces.
Proactive MAP (Minimum Advertised Price) policy enforcement becomes essential for brands to protect their value without Target's indirect support.
DTC and private label brands gain a significant advantage, able to run exclusive sales without triggering automatic price drops at Target.
The strategic focus for brands must now shift from relying on price matching to developing exclusive products and strengthening direct customer loyalty programs.
The Official Announcement and the "Why" Behind It
It’s official, and the retail world is still processing the shake-up. In a move that signals a major strategic pivot, the company confirmed that, “Effective July 28, 2025, Target will no longer match competitor pricing.”
This isn't just a minor tweak to their terms of service; it's the end of a long-standing policy that many shoppers and brands had come to rely on. For years, the Target price match guarantee was a safety net for consumers, assuring them they were getting a competitive deal against giants like Amazon and Walmart.
The company's official reason? They want to “simplify” pricing strategies, especially since they claim external price matches were used by a relatively low number of guests.
However, the market’s reaction tells a slightly different story. Even Wall Street noticed, with Target's stock dipping 2.1% the week after the news broke... a clear signal of just how sensitive the market is to things that change the customer value proposition.
For brands and sellers, this move is a clear signal: Target is redefining how it competes. It’s shifting away from being a price-follower to forging its own path, built around its own products and loyalty ecosystem. While they frame it as simplification, it's really a strategic decoupling from the pricing whims of its biggest rivals.
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The Ripple Effect: Shopper Behavior and Brand Perception
You can’t remove a popular customer perk without making waves. While Target may claim low usage, analyst estimates suggest that around 35% of customers have used price matching at least once a year.
These aren't just any shoppers; they're often a retailer's most engaged, deal-savvy customers, the very people who compare prices and drive competitive sales. As noted by Parade, “Consumers are already reacting strongly, with many questioning Target’s decision to move away from a popular customer perk.”
This policy change fundamentally alters the shopping calculation. This move basically shifts the entire burden of finding the best price back onto the consumer's shoulders. We can expect to see a rise in cross-channel price checking, as the 35% of U.S. consumers who already check at least two retailers before a purchase will likely grow. The convenience of a one-stop-shop with a price guarantee is gone.
Old vs. New: A Clear Breakdown
The change is stark. Let's look at what this means in practical terms for a shopper walking into a Target store.
Scenario | Old Policy (Before July 28, 2025) | New Policy (After July 28, 2025) |
|---|---|---|
Find a product cheaper on Amazon.com | Target would match the price at the register. | No price match. Customer pays Target's price. |
Find a product cheaper on Walmart.com | Target would match the price. | No price match. Customer pays Target's price. |
Find a product cheaper on Target.com | Target would match its own online price. | Price match is still honored. |
You have to wonder if this will erode some of the hard-won trust and loyalty Target has built. For brands on their shelves, it means the in-store price is now a standalone figure, no longer buffered by competitor pricing.
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Protecting Your Price: MAP Monitoring in a Post-Match World
With greater freedom comes greater responsibility. The end of Target's price match policy makes Minimum Advertised Price (MAP) monitoring more critical than ever before.
Previously, Target was, in a way, an accidental enforcer of your MAP policy. If a rogue 3P seller on Amazon or Walmart dropped your price below MAP, Target’s policy would often drag the authorized price down with it, creating a visible problem that demanded a quick fix.
Now, that safety net is gone. Pricing across channels will naturally diverge. A price drop on one marketplace might not immediately trigger alarms on another, allowing pricing erosion to fester unnoticed. This makes it easier for unauthorized sellers to fly under the radar, undercutting your official listings and devaluing your brand equity over time.
Why Proactive Monitoring is Key
Preventing Price Erosion: Without a major retailer automatically flagging discrepancies, you must have your own systems in place to catch unauthorized discounts the moment they happen.
Protecting Authorized Partners: Your retail partners who do honor your MAP policy are put at a serious disadvantage when others don't. Consistent enforcement keeps the playing field level.
Preserving Brand Value: When consumers see wildly different prices for your product across the web, it damages trust and perceived value. Consistent pricing signals quality and stability.
This is a foundational element of building a brand fortress. Your pricing strategy is only as strong as your ability to enforce it. For brands selling across multiple marketplaces, this isn't a "nice-to-have"... it's a core operational function needed to survive.
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Building a Moat with Proprietary Products
Target's strategy isn't just about cutting a customer perk; it's about shifting the entire value conversation. By stepping away from price matching, Target is implicitly saying: “Don’t come to us for the cheapest price; come to us for products you can’t get anywhere else.”
This is underscored by the massive growth of their proprietary brands, which now account for over 30% of their total assortment mix.
For national brands, the lesson here is crystal clear: the best way to avoid being price-compared is to sell something that cannot be compared.
Strategies for Creating Exclusivity
Retailer-Exclusive Bundles: Work with retail partners to create unique kits or multi-packs. A bundle of three of your products sold only at Target cannot be directly price-matched against a single unit sold on Amazon.
Unique Formulations or Designs: Develop a specific color, flavor, or feature variation of a popular product exclusively for one retail channel.
Collaborations: Partner with another brand or an influencer to create a limited-edition product that has its own unique EAN/UPC and can only be found in one place.
This approach moves the competition away from a pure price war and into the realm of value and desirability. This is the heart of strategic ecommerce brand scaling; if you're always playing on someone else's turf (especially on price), you're never truly in control.
Beyond Price: Where Do Brands Go From Here?
The end of the Target price match policy is a symptom of a much larger shift in retail. Price is becoming a race to the bottom that few can win. The real battleground is now loyalty and experience. Target knows this, which is why it's investing so heavily in its Target Circle loyalty program.
For brands, the takeaway is to build your own ecosystem of loyal customers. Don't rely on a retailer's price guarantee to make the sale. Instead, focus on creating reasons for customers to choose you, regardless of a few dollars' difference.
Pillars of a Modern Brand Strategy
Direct Loyalty Programs: If you have a DTC site, implement a loyalty or rewards program. Give customers points for purchases, reviews, and social shares.
Exceptional Customer Service: Be prepared for an increase in customer service inquiries about price differences. How you handle these conversations can build or break trust.
Value-Added Content: Use blogs, videos, and social media to teach customers how to get the most out of your product. Build a community around your brand that transcends price.
Navigating this new, more complex environment requires a sophisticated approach. Whether that’s through partners who offer modular, custom solutions for specific channels or a full-on partnership, having an expert in your corner isn't a luxury anymore... it's just the cost of doing business and growing sustainably.
Conclusion
So, let's call it what it is: Target's decision to ditch its competitor price match policy is way more than some boring operational tweak; it's a strategic pivot that redraws the battle lines for brands and retailers. While it may inconvenience some shoppers, it hands a new level of autonomy to brands, freeing them from the chain reaction of automated price matching. This change unlocks the potential for more creative, channel-specific promotions and reinforces the value of a strong DTC presence.
However, this freedom comes with a mandate for greater vigilance. Proactive MAP policy enforcement and the development of exclusive, hard-to-compare products are no longer optional. The brands that win in this new era? They'll be the ones who stop reactively following prices and start proactively creating value, building a brand identity that's worth more than just a price tag. The game has changed, and it's time to adjust your strategy accordingly.
Sources
Doctor Of Credit - Target Ends Price Match Policy (Effective July 28, 2025)
AInvest - Target Ditches Price-Matching Policy, Simplifies Strategy
Parade - Target Shoppers See Red Over Store's New Price-Matching Rules
eMarketer - Target’s new price-matching policy could backfire
Retail Dive - Target to end price matching with Amazon, Walmart