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Target will soon stop matching prices with competitors like Amazon and Walmart. According to a report from Bloomberg News, Target will update its price matching policy on July 28.A Target spokesperson told Bloomberg that the company will continue to match prices between its website and retail stores after that date.For years, Target has matched prices on identical items sold for less at Amazon, Walmart, Target.com and its own Target Circle deals at the time of purchase or within 14 days after purchase. The move follows months of challenges many retailers have faced as they aim to remain competitive, handle the impacts of U.S. tariffs and navigate social issues.In its annual report in March, Target noted “adverse reactions from some of our shareholders, guests, team members, and others” over its decision to end some of its diversity programs this year. Target’s sales fell last quarter, driven in part by customer backlash to Target’s retreat on DEI.“We have previously been unable to meet some of those conflicting expectations, which has led to negative publicity and adversely affected our reputation,” Target said.Target also noted backlash to its merchandise selection during Pride Month in 2023. That year, a boycott from the right over some of Target’s LGBTQ-themed merchandise led to a drop in sales and lawsuits from Republican-aligned legal groups. CNN contributed to this story.