In the never-ending battle with Amazon and other retailers, Dick’s Sporting Goods has created a price matching program designed to attract more cost-conscious shoppers.

The company said it will match any qualifying retailer’s in-store or online price on the identical item (brand, model, color, size).

To qualify for Dick’s program, the product must be immediately available at the competing retailer, and can’t be a markdown item or offered as part of sales event like Cyber Monday.

On its web page announcing the program, Dick’s even calls out 20+ competitors it will price match against, including Amazon…