Target Fights Amazon's 'Showrooming' Advantage

Retail giant battles customers' ability to compare prices with online competitors inside their stores.
1:59 | 01/09/13

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Transcript for Target Fights Amazon's 'Showrooming' Advantage
The battle brewing between Amazon and target. The two retail giants gearing up for a giant face -- target wants to capture the customers who show opened its doors to scope out merchandise. And then go and buy it online at Amazon the superstore now announcing it will match Amazon's low prices ABC's Neal Karlinsky has the story. Go ahead and admit it we've all done it get your hands on an item in the store then sneak home and -- -- for a less online. Experts say no one has profited more from what's called show rooming. Then Amazon.com. I love this cannon. Never seen on Amazon that it is 376 time and -- they've got for 449. In the old days I would look at it here and order -- there. But today this morning target is going where no major brick and mortar chain never has. It says it will -- match those cheap online prices from Amazon best buy Toys 'R' Us. And Wal-Mart dot com in this store. Permanently. Says price cut to 29 but I look at Amazon 193. We tried it out for ourselves with phone in hand finding. These three items for less mall walking the aisles when we went to -- them up. I'd be happy -- -- that Gloria target found are items checked the prices and gave us yet times fairly large difference 37699. No questions -- is look at other cuts it looks like that Amazon knows the competition is heating up. But the official line is bring it on we -- we load. The competition. Back -- target the new policy means that everything you see now has potentially two prices. The one listed and the one -- match in a whole new world of retail. Good Morning America Neal Karlinsky ABC news Seattle. Think price spike broom I don't like it now in -- and what we're more ways to save money -- their money.

This transcript has been automatically generated and may not be 100% accurate.

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