Walmart, known for rolling back prices, now is rolling back price matching.

The world’s largest retailer discontinued its price-matching policy at its Colorado Springs-area stores effective June 12, Charles Crowson, a spokesman for the Bentonville, Ark.-based Walmart, confirmed via email. Price matching also has been discontinued in select Walmarts around the state, he said.

For years, Walmart guaranteed it would match lower advertised prices from competitors on identical items. Many Walmart shoppers would bring in ads from groceries and other stores, seeking to do all their shopping under one roof while angling to get the lowest prices possible, whether from the retailer or its competitors.

But price matching began being phased out last year, Crowson said. He declined to say if the policy is being eliminated nationwide, citing competitive reasons.

News reports, however, have said the phaseout began in 500 of Walmart’s 5,000 stores in May 2016; the retailer added 300 stores a few months later. A Minneapolis newspaper reported last week that price matching was dropped in Minnesota in early June.

Walmart has 10 Supercenters in Colorado Springs, Fountain, Monument,…