Everything You Need to Know About MAP Compliance

What is a Minimum Advertised Price (MAP)?

Minimum Advertised Price (MAP) is the lowest price a brand permits its products to be publicly promoted at. It applies to advertised prices—like what you’d see online or in print—not necessarily the price paid at checkout.

Example: If a product’s MAP is $100, a retailer can sell it for less in-store but cannot advertise it online or in print for under $100.

What is a MAP policy and why do brands use them?

A MAP policy is a formal agreement or guideline issued by a brand to set the minimum advertised price for its products. These policies help protect brand value, avoid price wars, and create fair conditions for all authorized sellers. They’re commonly used by brands that want to preserve a premium perception or support healthy retailer relationships.

Why do businesses use MAP policies?

Brands use MAP policies to protect their value in the market and support consistent pricing across sales channels. These policies help retailers avoid price wars that can erode their margins, while also promoting stability and fairness among authorized sellers. When pricing is predictable, it builds trust between brands and retailers—no one wants to compete against unpredictable or steep discounting that undercuts their business.

What’s the difference between MAP, MSRP, and UPP?

MAP (Minimum Advertised Price) is the lowest price a retailer is allowed to advertise publicly, such as in online listings or flyers—but they may still sell the product for less in a private setting, like in-cart pricing or direct communication with the customer. MSRP (Manufacturer’s Suggested Retail Price) is simply a recommendation from the brand; retailers can price above or below it at their discretion. UPP (Unilateral Pricing Policy) is stricter—it requires retailers to both advertise and sell a product at or above a set price.

Who sets MAP policies?

Brands and manufacturers establish MAP policies and communicate them to retailers and distributors. Since MAP is a unilateral policy, brands cannot force retailers to comply, but they can choose to restrict supply to those who violate it.

How does MAP benefit brands?

MAP policies help brands maintain consistent pricing across sales channels, which protects their premium positioning and reinforces product value. It also prevents aggressive underpricing that can damage brand equity over time.

How does MAP benefit retailers?

Retailers benefit from a more predictable and stable pricing environment. MAP discourages price wars and ensures that authorized sellers aren’t constantly undercut by others—particularly unauthorized or grey-market sellers. This helps retailers maintain healthy margins and trust in their supplier relationships.

How does MAP benefit consumers?

MAP creates a more consistent and transparent shopping experience. Consumers are less likely to feel misled by steep, inconsistent discounts and can trust that pricing reflects the value of the product—not a race to the bottom.

What is a MAP violation, and why do they happen?

A MAP violation happens when a retailer publicly lists a product at a price lower than what the brand allows. These breaches can occur due to aggressive discounting strategies, third-party sellers without agreements, or repricing software that isn’t MAP-aware.

How do MAP violations impact businesses?

Repeated MAP violations erode brand value, create pricing inconsistencies, and strain retailer relationships. When one seller drops below MAP, others often follow, leading to price instability and reduced margins across the market.

Can MAP policies apply to online marketplaces like Amazon and eBay?

Yes, MAP policies cover all publicly advertised prices, including those on Amazon, eBay, and other marketplaces. However, enforcement can be difficult due to hidden pricing tactics, unauthorized resellers, and automated repricing systems.