MAP

Minimum Advertised Price (MAP) is a pricing policy set by brands or manufacturers to control how their products are presented in the market. While resellers may sell products for any price they choose, MAP restricts the advertised price, especially on e-commerce platforms like Amazon.

Key features of MAP:

• Applies to public-facing prices only (e.g., product pages, ads, listings)
• Does not restrict the actual sales price at checkout (unless paired with other agreements)
• Helps protect brand value and prevent price wars
• Can be enforced through authorized reseller agreements and MAP monitoring tools
• Relevant for 1P and 3P sellers operating in the U.S.

Why MAP matters on Amazon:

• Prevents unauthorized sellers from undercutting brand pricing
• Helps approved sellers maintain margin
• Amazon typically does not enforce MAP on its own - brands must monitor and act
• Violations can lead to delisting, Buy Box loss, or account restrictions (on the brand’s side)

💡 Example: A brand sets a MAP of $99. If a seller lists it for $89 on Amazon, the brand can request removal or take legal action if the seller agreed to MAP terms.

In short:
MAP (Minimum Advertised Price) is a U.S.-based policy brands use to control the lowest price at which their products can be publicly listed — protecting pricing integrity and brand value in online marketplaces like Amazon.