Target says it will match the prices of 29 competitors, including Amazon, Sam's Club and Costco.
The policy applies both in store, and online.
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Shoppers will have 14 days to get a price adjustment.
According to experts, it's unprecendented to price match against big box stores, and membership-only retailers.
Analysts say it's an effort to win customers back, after a massive data breach two years ago.