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Target Makes The Bold Move To Match Amazon's Prices Year-Round

Ashley Lutz

Target just upped the ante in the war between traditional retailers and online competitors like Amazon.

The discount chain said it would match prices of some online competitors year-round, instead of just over the holidays. In addition to Amazon, Target will match prices from Best Buy, Walmart and Toys R Us, Reuters reported.

The announcement comes after Target reported that sales in December were flat from a year earlier.

"Target said that throughout the year it will match the price when a customer buys an eligible item at one of its stores and finds the same item at a lower price in the following week's Target circular or in a local competitor's printed ad," according to Reuters. "It will also match the price if the customer finds the same item at a lower price within a week on Target's website or the websites of Amazon, Walmart, Best Buy and Toys R Us."

While the move is bold, it probably won't make a huge impact on Target's earnings. In November, CEO Gregg Steinhafel said that Target wasn't seeing much price-match activity in stores.

Still, the announcement sends a strong message that Target sees Amazon as a major competitor.

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