MAP (Minimum Advertised Price) is a pricing policy set by manufacturers or brands that defines the lowest price a product can be advertised for publicly.
It is commonly used to protect brand value, maintain fair competition among sellers, and prevent price erosion across online marketplaces.
While sellers may sometimes sell below MAP privately, advertising below the set price can lead to penalties or loss of authorization.
- What it controls: MAP regulates advertised prices, not the final selling price, meaning discounts may be allowed through private offers or checkout adjustments.
- Why brands enforce it: The policy helps preserve brand perception, prevents aggressive price wars, and creates a level playing field for authorized sellers.
- How sellers comply: Sellers must monitor listings, ads, and promotions to ensure advertised prices meet MAP requirements or risk warnings, penalties, or account restrictions.
