Target is ending its price match guarantee, further eroding customer trust and pushing shoppers to Amazon and Walmart that have the competitive edge in prices.

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.

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.