MAP (Minimum Advertised Price)
A manufacturer's policy setting the lowest price a retailer can advertise a product at - though not necessarily what it must sell for.
In practice
It protects a brand's perceived value by preventing retailers from racing each other to the bottom on price, though it only restricts advertised price - a retailer can often still sell below MAP in-store or through a private offer, just not display that lower price publicly.
A manufacturer sets a $49.99 MAP on a product; a retailer can sell it for $39.99 at checkout but can't advertise that discounted price on the product page.
Why it matters
MAP violations by unauthorized resellers can undercut a brand's authorized retail partners, which is why many brands actively monitor pricing and enforce MAP agreements.
Worth knowing
- Restricts advertised price only - a retailer can often still sell below MAP privately, just not display it.
- Enforcement usually happens through monitoring tools that flag violations for a brand to follow up on.
- Repeated violations can lead a brand to cut off a retailer's ability to sell its products.
Related terms
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