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Target web site to start matching rivals' prices as holiday battle nears

The retailer will begin matching prices online of major rivals like Walmart, Amazon, Best Buy and Macy’s, on Thursday for the first time, presaging a tough holiday season.

Target’s TGT 0.40% web site will start matching the prices of the retailer’s main online rivals on Thursday, in a move that shows how intense the retailer expects the holiday season battle with Walmart, WMT 0.19% AMZN -1.55% and others will be.

Until now, Target’s price matching has been limited to its physical stores, where customers could get a price adjustment within a week...