Target CEO Brian Cornell said in an earnings call in May that U.S. tariffs were one factor in a number of “massive potential costs” for the company. He also warned that price hikes could come as a “very last resort” after earlier in March telling CNBC that certain goods will “likely see price increases” for consumers.

After more than a decade of promising “unbeatable value,” Target is walking back one of its most customer-friendly policies. Starting July 28, the retailer will no longer price match Amazon or Walmart — ending a 12-year run that allowed shoppers to snag the lowest price if they could prove a better deal elsewhere.

Target is ending a price matching policy that for 12 years allowed customers to request a price match if they found an identical item with a lower cost at competitors Amazon or Walmart.