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Walmart to Match Online Prices With Amazon

Walmart won’t play second to Amazon’s pricing this holiday season—the retail giant said Thursday that it has informed managers across its roughly 5,000 U.S. stores that they can match prices with Amazon.com and other online retailers.

According to Reuters, Greg Foran, chief executive of Walmart U.S., said the directive was simply given to formalize a practice already present in some stores. “About half of the stores were doing it anyway,” Foran said on a media call following Walmart’s quarterly results reporting.

The price matching could end up costing Walmart some cash, but it could also quell showrooming as consumers may be less likely shop in stores and then buy online if they can get the same deals.