The phrase “it’s cheaper on Amazon” may be used less when shopping at Target stores now.

Last week, Target announced a new price match policy to compete with online retailers including,, and The policy was first introduced during the holiday season but is now being offered year-round.

To get an item price-matched from an online retailer, go to guest services and show a mobile device or a printout of a competitor’s website or The item must be identical in brand name, size, weight, color, quantity and model number and competitor online items must be in stock at the time a price match is requested.

The change may help Target combat the idea of showrooming — when customers try out a product in a store but then choose to purchase it online.

Forty-three percent of U.S. adults have showroomed and turned to online retailers such as Amazon, eBay and Walmart to purchase an item, according to a recent poll done by Harris Interactive.

The top stores being showroomed, according to the poll, are Best Buy (24 percent) and Walmart (22 percent), followed by Target (9 percent).
“We know that our guests often compare prices online. With our new Price Match Policy and the additional five percent savings guests receive when they use their REDcard, Target provides an unbeatable value.” Gregg Steinhafel, Target Chairman, President and CEO, said in a release.
Here are a few of the exclusions to the new policy: Price matched items must be sold by,,,, or; prices from third party sellers on these websites will not be honored; Clearance, closeout, damaged product, used, refurbished, open packages or liquidation sales will not be honored; Prices advertised only as a percent off or dollar off will not be honored; paid membership club or paid loyalty programs; and buy one, get one if the retail price is not shown in the advertisement.

If a customer buys an item at a Target store and then finds the identical item for less in the following week’s Target circular or within seven days on,,, or or in a local competitor’s printed ad, Target will also match the price.

For more information about price match at Target, visit