The news: Target will no longer match prices at Amazon and Walmart, a move it claims will simplify its pricing policy, per a Bloomberg report.

• Its price match guarantee will remain in place for items sold in its stores and on its website, excluding products from third-party sellers.
• The change will take effect on July 28.

Wrong move, wrong time: Target attempted to downplay the significance of the change, with a spokesperson telling Bloomberg that most price matching requests involve discrepancies between Target’s in-store and online pricing.

Though that could be a justification for keeping Target’s policy as is, the timing of the announcement signals to shoppers that the retailer is not the place to go for the best prices—not the ideal message to convey at a time when consumers are increasingly deal-conscious and inclined to comparison shop.

Strategically, this is another move that could backfire for Target, which is already having a hard time getting shoppers to its stores. It could widen the gulf that is emerging between the retailer and its mass-merchant rivals, who are increasingly using Target’s own tactics against it.

Our take: It’s a challenging time to change pricing policy. Fears of tariff-induced increases are already making shoppers more price-conscious. While Target’s move could ease the burden on employees and slightly improve margins, it could equally make the retailer a less attractive place to shop.