Compliance with the Minimum Advertised Price (MAP) | Trademark Guide (2023)

Enforcing minimum advertised prices (MAPs) in highly competitive markets like Walmart and Amazon is not easy.

Not only do you need to make sure your MAP agreement is in place, but you also need to make it clear to your resellers that you mean business. This is especially important in a channel like Amazon, where the stakes are high and prices are low.

We could spend a lot of time talking about what you should do now, but you also need a prevention plan to reduce future MAP violations. So let's dive in.

What is a Minimum Advertised Price (MAP)?

A MAP price is a minimum amount that resellers agree not to advertise below. For example, if a backpack manufacturer sets a MAP price of $50 for its best-selling item, all resellers, including brick-and-mortar stores and Amazon resellers, must advertise that product at $50 or more.

If a reseller advertises that brand's product at a $35 discount, they are in direct violation of the backpack manufacturer's MAP agreement.

Why are there Minimum Announced Price (MAP) agreements?

There are MAP agreements on:

  • Promote fair competition in all sales channels
  • Preserve brand identity and value
  • Let the smaller sellers compete with the bigger retailers
  • Prevent undervaluation
  • Protect vendor margins

Although MAP deals protect sellers' margins, price isn't the only concern. Brand identity is also quite important.If a pair of sneakers consistently sells for $200 both online and in-store, they may seem more valuable to shoppers than shoes from another brand that can be found at several lower prices.

(Video) How We Deal: The Inside Story on Minimum Advertised Price (MAP)

Consistent pricing sends a clear message to shoppers about the value of a brand.

Consistent pricing sends a clear message to shoppers about the value of a brand:If you want shoes from this brand, you have to pay the price we set for them, which in the end gives value to the product.

This is especially pronounced in a marketplace like Amazon, where price is incredibly important to shoppers.

Unfortunately, counterfeiters and MAP violators remain the top two culprits on Amazon that can destroy a brand. Because Amazon "mixes" products, counterfeit products fall into the same bin as genuine products. Mixing inventory is essentially pooling your inventory with the inventory of other sellers in Amazon's fulfillment center.

A consumer who purchases a product from an authorized retailer may receive a product from a fake seller, resulting in a poor customer experience, and Amazon does not take this lightly.

How to Stop Current MAP Violators

Unfortunately, when Amazon violates a MAP agreement, brands can be penalized because Amazon ultimately doesn't play a significant role in pricing agreements with sellers.

Compliance with the Minimum Advertised Price (MAP) | Trademark Guide (1)

(Video) MAP PRICING: Minimum Advertised Pricing Policy Explained! | Dropshipping in 2022

If manufacturers discover that a reseller has violated their MAP agreement with Amazon, they can contact the reseller directly.

To address a MAP violator (on a product basis), a manufacturer must:

  1. Identify all resellers with MAP violators
  2. Send a message to all resellers that MAP will be vigorously enforced
  3. Remind resellers that they must respect MAP or they will be banned as a seller of all products
  4. Give prior notice before banning the offender
  5. Continue to monitor MAP prices on all channels

If a manufacturer finds a repeat violation or no response, they should proceed (or threaten to) contact them.Amazonas.

What if you don't have a MAP agreement?

Manufacturers typically require resellers to comply with MAP regulations, but unless a MAP agreement has been signed, manufacturers have little authority to enforce their minimum prices.

It's important to remember that while MAP deals are one of the best ways for retailers to protect themselves from price violations, there are other ways to lock down an unauthorized deal.

Manufacturers can cancel an offer from an unauthorized reseller without a MAP agreement if they have a valid reason with Amazon.

For example, if a reseller wants to sell a backpack as "new", the backpack company must allow the warranty to be transferred to the reseller, since all "new" items require it. If a reseller cannot guarantee the new item, the offer may be canceled by the backpack manufacturer.

(Video) Map Compliance Requirements

Gather and submit all of the following information:

  • The ASIN/ISBN of the item detail page and the product title
  • The name of the store or company of the seller you are reporting.
  • Your order ID
  • A brief explanation of the violation.

You can read more about this shipping process in our post aboutBooting hijackers from Amazon listings.

Ultimately, continuing infringers will receive legal notices based on copyright infringement and have their selling privileges revoked.

How to protect your brand from future Amazon MAP violations

Let's assume you've removed all of the current "fires" surrounding Amazon's MAP violations. The worst thing you can do is operate "as needed" on MAP violations. You will waste a lot of time and energy.

Instead, focus on those core areas that mitigate the risk of future breaches.

1. Consolidate sales channels

The "gray market," or unauthorized resale and issues related to MAP violations, often arise from a leaky supply chain. Know who you're selling to and make sure you know the channels your merchants ship their products to.

2. Learn the tricks that unauthorized resellers use

Expect there to be resellers with your product who know every trick in the book to get around branding and pricing guidelines. Put yourself in their shoes and look for common tactics to go under the radar. Such tactics may include quoting unusually low prices or large purchase volumes that are outside of your monitoring area. You may also encounter inaccurate or misleading branding and product descriptions that differentiate your listing enough to lose sight of.

(Video) Chucks QOW - MAP Pricing

3. Contract reviews

All leading brands should have a MAP policy with every retailer that sells their product. If the brand uses distribution, the distribution must be restricted and each distributor must provide an "authorized retailer" agreement to all retailers that sell products.

4. Use scam buying programs

As with counterfeits, the brand must make a test purchase. If the product is serialized (see #5), the brand can trace the sale of that product back to the original purchaser and take appropriate corrective action.

5. Use product serialization

Retailers are often aware of the ban on selling on Amazon and try to open an Amazon store under a different name. To counter retailers selling under a different store name, product serialization is proposed. For more information on product serialization, see ourComplete Guide to Brand Watch on Amazon.

6. Don't let Amazon retailers and resellers compete with you

Because Amazon sales are high-margin sales for brands, we recommend that you prohibit them from competing with you on Amazon.

7. Register as a brand on Amazon

if you are in itAmazon Trademark Registration ProgramGet more accurate branding with premium content, powerful search and reporting tools, and additional proactive brand protection. The more you tell Amazon's brand registration team about your brand and intellectual property, the more Amazon can help you protect it.

8. Communicate MAP application plans with key retail partners

Create open dialogues/relationships with the bigwigs in the marketplace: Amazon and Walmart know that you need to be featured on their eCommerce sites and/or marketplaces to hit your sales goals. Clearly communicate your brand guidelines to the big players and let them know that you monitor the market to ensure that your product prices are among the most competitive on the market.

The final result

While all of the tips above are vital, there is one tip that you really should take with you:If consistent.

(Video) Summit Speaker Series: Minimum Advertised Price (MAP) & Third-Party Logistics (3PL)

Adhere to MAP policies regardless of the violator or the magnitude of the violation. When compliance processes are consistent, you know exactly what to do with them, at least for now, and you can use that information to further strengthen your MAP compliance plan in the future.


What is minimum advertised price guidelines? ›

A minimum advertised price policy, or MAP policy, is a pricing agreement between a manufacturer or brand and its resellers to not advertise the price of a specific product below a predetermined price.

Are minimum advertised price policies legal? ›

MAP policies don't—absent further context—violate the antitrust laws by themselves. But, depending upon how a manufacturer structures and implements them, MAP policies could violate either state or federal antitrust law.

What is minimum advertised price MAP? ›

What is MAP pricing? Minimum Advertised Price or MAP is the lowest price at which a retailer can advertise a particular product. Set by the manufacturer, MAP pricing helps protect the brand's value and profits by ensuring that the products cannot be priced below a pre-decided amount.

What is MAP pricing guidelines? ›

MAP stands for Minimum Advertised Price. Brands create MAP policies to outline the minimum price that retailers can advertise their products. Brands often set minimum advertised prices at a level that will allow retailers to make a decent profit.

Who enforces MAP pricing? ›

As the manufacturer or supplier who's crafting and enforcing a MAP policy, it's up to you to determine how you want to set your guidelines. Your retailers need to know exactly what they need to do to comply with your MAP policy. And they need to know and understand the consequences for failing to follow guidelines.

Can a company honor an advertised price? ›

If you have a contract, the company can't usually cancel your order, even if they realise they've sold you something at the wrong price. They'll only be able to cancel it if it was a genuine and honest mistake on their part that you should've noticed.

What are the consequences of minimum price policy? ›

Minimum prices can increase the price producers receive. They have been used in agriculture to increase farmers' income. However, minimum prices lead to over-supply and mean the government have to buy surplus. In times of inflation, there is an argument that price controls could help reduce inflation.

Can a manufacturer set a minimum price? ›

While it used to be that manufacturers could only suggest a minimum retail price, the U.S. Supreme Court changed that rule. Now, manufacturers may, under appropriate circumstances, require a minimum retail price to be charged. Manufacturers cannot agree between themselves to set prices for their products.

What pricing practices are illegal? ›

The following list details many of the more common types of illegal and deceptive pricing techniques that a business owner might engage in:
  • Component Pricing.
  • Wrong Price.
  • Multiple Pricing.
  • Supermarket Code of Conduct.
  • Misleading Pricing.
  • Drip Pricing.
  • Comparison Pricing.
  • Bait Pricing.

What is MAP pricing violation? ›

How is MAP pricing violated? MAP pricing is violated when non-compliant resellers offer a product below the price that was agreed in the MAP policy between the manufacturer and its retailers. MAP violators break those agreements to get an advantage by offering items at a lower price than their competitors.

What is Mapp vs MSRP? ›

A helpful way to think about the difference is that an MSRP is like an unofficial upper limit for your price, and your MAP is an official lower limit for your price. An MSRP is aimed at the consumer, and a MAP is aimed at the retailer.

What is MAP compliance? ›

MAP compliance is a de facto method for manufacturers to enforce their MAP policy and ensure that their third-party sellers are playing by the rules. When a brand is MAP compliant, it means they're following your MAP recommendations and not dropping their prices too low.

Why is MAP pricing important? ›

MAP pricing policy is essentially a one-way boundary you set to protect your brand, protect the margins of your resellers, and maintain fair competition across all of your distribution channels.

How do you get around a MAP price? ›

Here are some examples of how retailers can use this loophole to get around MAP pricing: Retailers may advertise a product on MAP pricing but put a call to action button (CTA) on the advertising (i.e., “CLICK FOR BETTER PRICE”), which will then trigger an automated email that offers a price lower than the MAP.

What is MAP or MIP policies? ›

MAP stands for Minimum Advestised Pricing (MAP) and MIP stands for Minimum Internet Pricing. As challenging as it is to be in the E-commerce business, these policies were a detrimental blow to my business model. My father always took on the Sam Walton (Walmart) approach for the flooring business.

What regulation is the MAP rule? ›

Regulation N is also known as the Mortgage Acts and Practices Advertising Rule, or MAPs rule because it regulates how mortgage lenders, servicers, brokers, advertising agencies, and others can advertise mortgage services.

What regulation implements the MAP rule? ›

Mortgage Acts and Practices – Advertising Final Rule (MAP Rule) The Mortgage Acts and Practices – Advertising Rules (MAP Rules) are designed to prohibit misrepresentations in a commercial communication regarding mortgage products.

How is MAP enforced? ›

The process to enforce MAP pricing is to detect all MAP violators across various marketplaces and advertising platforms, proclaim MAP enforcement policy, and if needed, ban non-compliant retailers from selling certain branded products. The ultimate decision to ban the seller is left to the seller and the marketplace.

What if advertised price is wrong? ›

In general, there's no law that requires companies to honor an advertised price if that price is wrong. Typographical errors, miscommunication and other glitches can result in items being offered at what appear to be deep discounts – discounts that would be ruinous for the company if it were forced to honor them.

Is it legal to advertise one price and charge another? ›

No person, firm, corporation, or association shall advertise, solicit, or represent by any means, a product for sale or purchase if it is intended to entice a consumer into a transaction different from that originally represented.

What happens if a store advertises the wrong price? ›

If this happens, the supplier must sell the item or service for the lowest displayed price or withdraw the item from sale until the price is corrected. If a price is published in a catalogue or advertisement, it is a displayed price.

What are the disadvantages of minimum pricing? ›

What are the disadvantages of minimum pricing? Leads to imbalance in the market - minimum pricing will cause supply to outweigh demand. Even though consumers want to buy less at the lower market price, firms are encouraged to want to sell more due to the price being higher.

What are the four effects of minimum price control policy? ›

(i) To prevent exploitation of consumers by middlemen and producers. (ii) To avoid or control inflation. (iii) To help low income earners e.g. minimum wage. (iv) To control the profits of companies (especially monopoly).

What are the disadvantages of minimum support price? ›

Stagnant rates of MSP: The Minimum Support Price, though announced every year, does not increase in proportion to the increase in cost of production. Lack of awareness: A lot of illiterate farmers who do not have adequate knowledge about the Minimum Support Price end up being exploited by middlemen.

What is a legal minimum price? ›

The minimum legal price that can be charged in a market is a price floor. A price floor is a regulatory strategy imposed by the government or a group in the market where a minimum price is set for products such that commodities cannot be sold at a price lower than that.

What is an example of an unethical pricing practice? ›

Price gouging is an example of an unethical pricing strategy. A company may raise prices of items that are temporarily in high demand. This is sometimes seen in the wake of emergency situations when the price of plywood jumps after a flood, even though there is enough plywood to repair houses.

Which are the four areas of pricing considered as unethical and illegal? ›

We have presented case studies on Price Fixing, Deceptive Pricing, Price discrimination and Predatory Pricing.

What are three examples of unfair and illegal pricing practices? ›

  • Price Fixing. Collaborating With Other Companies (Competitors) To Set Prices For A Company's Products.
  • Predatory Pricing. ...
  • Price Discrimination. ...
  • Bait-and-switch Advertising. ...
  • Dumping. ...
  • Deceptive Pricing. ...
  • Resale Price Maintenance. ...
  • Loss-Leader Pricing.

What is MAP violations? ›

So, a MAP policy violation, or simply a MAP violation, is when a retailer breaches its agreement with the manufacturer, by advertising the product below the price set by the manufacturer in the MAP policy. MAP pricing violations are not unusual.

Is a MAP copyright protected? ›

Can maps be copyrighted? The short answer's a clear and resounding: yes. Section 107 of the United States' Copyright Act even specifically mentions maps.

How does a MAP policy work? ›

A MAP policy is a policy or condition that dictates the absolute cheapest price a distributor or retailer can advertise a product for outside of the store. These policies usually include incentives for companies to comply with the terms and equally include repercussions in the event of a violation of the policy.

Why are dealers asking over MSRP? ›

A dealer tacks these arbitrary amounts onto the MSRP to increase profit on high-demand models. Sometimes such markups appear as a second window sticker separate from the MSRP. Historically, you would find them primarily for highly anticipated all-new or redesigned models.

Can I negotiate under MSRP? ›

The short answer is yes. However, for many, even the thought of negotiating new car prices can seem intimidating. Treat this experience like any negotiation and go in with a plan. The more thought you put into it upfront, the more confidence you'll feel about speaking with your dealer about the price of your new car.

Can you sell higher than MSRP? ›

The question is, may dealers sell above MSRP? The short answer is yes, you may sell a vehicle for more than the MSRP.

What are the 6 map requirements? ›

Most maps contain the same common elements: main body, legend, title, scale and orientation indicators, inset map, and source notes.

Why is map required? ›

Maps present information about the world in a simple, visual way. They teach about the world by showing sizes and shapes of countries, locations of features, and distances between places. Maps can show distributions of things over Earth, such as settlement patterns.

Are maps royalty free? ›

The short answer is YES, but legally, technically, no... If you use the map in materials that do not include any copyright (such as an advertisement or report), then you do not need to include the Map Resources copyright.

What is an example of a MAP policy? ›

For instance, if the manufacturer has a product selling for $100, the MAP price policy will obligate retailers not to advertise the price below $100 or more. If the retailer advertises the price either below or higher than the stated amount, it will be in direct violation of the MAP price policy.

What is minimum advertised price on Amazon? ›

Minimum advertised pricing refers to when a manufacturer tells its distributors and retailers that they cannot advertise the products in their inventory for less than what the manufacturer says. On, this means that you cannot list the price you want to offer customers, also known as “vertical agreements”.

What is considered an advertised price? ›

Advertised price is the price of a product as advertised through mass media and is generally set by manufacturers and retailers working together. An advertised price cannot be lower than the minimum advertised price (MAP), which helps set market price for an item and gives retailers a built-in profit margin.

Is minimum retail price Legal? ›

While it used to be that manufacturers could only suggest a minimum retail price, the U.S. Supreme Court changed that rule. Now, manufacturers may, under appropriate circumstances, require a minimum retail price to be charged. Manufacturers cannot agree between themselves to set prices for their products.

What is MRP minimum retail? ›

MOP refers to the actual price at which products or services are available to the retailer. It is also the lowest price at which the retailer can sell these products or offer the services in the market for no profit, no loss.

How do I enforce MAP pricing on Amazon? ›

Cutting off access to your products is the main enforcement action you can take against sellers who violate MAP pricing on Amazon. If you don't already have a MAP policy in place with clear enforcement guidelines, then start the process by getting a MAP policy created by your legal counsel.

How do I change my minimum advertised price on Amazon? ›

How Can I Enforce my MAP Pricing on Amazon?
  1. Identify Key Distribution & Retail Buyers to Track. ...
  2. Sending a Cease & Desist Letter. ...
  3. Product Serialization. ...
  4. Offer a Product Warranty. ...
  5. Prohibit Digital Sales on Amazon in Your Contract. ...
  6. Sign Up for Amazon Brand Registry. ...
  7. Use a Price Monitoring Solution.
Nov 9, 2020

Is it illegal to charge more than the advertised price? ›

The trader does not automatically have to sell to you at the lower price. They must correct the mistake as soon as possible. It is an offence for the trader to knowingly charge more than the price displayed.

Does a store have to honor a mismarked price? ›

No, the store is required by law to charge you the lowest of the advertised or posted price. When there is an overcharge, many stores have a policy to refund part of the price or give you the item free, but they are not required to do so under weights and measures laws.

How MRP is a deceptive price? ›

Rule 18 (2) says that no one can sell a pre-packed commodity at a price exceeding the retail sale price. However, there is no law against exaggerated MRPs. The only way to prevent printing of amplified MRP by manufacturers is to bring more transparency in the pricing of the product.

Can a minimum price cause a black market? ›

Emergence of black markets - if the minimum pricing laws are extreme enough, it can lead to an increase in black market activity which is costly for society due to the increase in criminal activity. It can cost the government (therefore, the taxpayer) to police.

Who sets the minimum price? ›

Definition: Price floor (minimum price) – the lowest possible price set by the government that producers are allowed to charge consumers for the good/service produced/provided. It must be set above the equilibrium price to have any effect on the market.

Can a product be sold without MRP? ›

- No person shall sell or cause to be sold any consumer goods without the cost of production and maximum retail price of the product in India. - Hence, it is illegal to sell a product without MRP in India.

Can a seller sell things above MRP? ›

This includes all the reasonable charges for storing and handling the product, taxes and a reasonable profit margin. As per the Legal Metrology Act 2009, if the retailer sells a product at a price higher than the MRP, shall be liable to pay a fine or face imprisonment.

What is the difference between retail price and MRP? ›

MRP differs from systems using a recommended retail price because in those systems the price calculated by the manufacturer is only a recommendation, not enforceable by law. All retail products in India must be marked with MRP. Shops cannot charge customers over the MRP.


1. Setting MAP/MRP in AQ CPQ
2. An Attorney's take on Visa Rules Compliance
3. Summit Speaker Series: Minimum Advertised Price MAP & Third Party Logistics 3PL
4. The Road Map to HIPAA Compliance: What Your Nonprofit Needs to Know - August 8, 2013
(Venable LLP - Nonprofit Organizations)
5. How to Stop Unauthorized Sellers MAP and Trademark Violators from Ruining Your Brand on Amazon
(Marketplace Seller Courses an Avenue7Media Company)
6. Trade Vitality - MAP Monitoring Software
(Trade Vitality)


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