Walmart Amends Price Matching Policy After Cheap PS4 Debacle

Excludes marketplace vendors, third-party sellers, membership or auction sites

For those looking to score a cheap PlayStation 4 at Walmart by using the devious tactic of showing a false Amazon listing for an underpriced console, the gig is up.

The retailer said Wednesday that it is limiting its generous Walmart Ad Match Guarantee to just selected retailers, none of which include marketplace vendors, third-party sellers, membership sites or auction sites.

"We launched online price matching because it’s the right thing for our customers," said a Walmart representative, in a statement. "It's making a meaningful difference for people who want to feel confident they're getting great prices, and we're committed to matching online prices going forward. At the same time, we can't tolerate fraud or attempts to trick our cashiers. This kind of activity is unfair to the millions of customers who count on us every day for honest value."

Yesterday, some individuals figured out that they could print out an $89.99 Amazon marketplace listing for a brand new PS4 and get the company to sell them the console for the bargain price, considering that it usually retails for $399.99. Price matching guarantees are a common marketing tactic, but Walmart's policy was especially lax, extending to any legitimate retailer including third-party companies. 

Walmart will continue to match the lowest price on Walmart.com and 30 selected retailers, including Amazon.com. However, for an Amazon product to qualify, it must be sold and fulfilled by the online retailer. More details on the updated policy can be found on Walmart's corporate site.