MAP vs. MSRP vs. UPP: What’s the Difference and Why It Matters
Posted on 22nd May '25 in Ecommerce - Comments
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Pricing policies are one of the most misunderstood (yet crucial) parts of brand protection. Whether you're a manufacturer, brand manager, or part of a reseller team, understanding the difference between MAP, MSRP, and UPP can help you avoid pricing chaos, protect your margins, and stay legally compliant.
This guide will break it all down: what each policy means, how they work, and which one is right for your business.
What Is a MAP Policy?
MAP stands for Minimum Advertised Price. It refers to the lowest price a reseller is allowed to publicly advertise a product for — whether online, in print, or through promotional emails.
Importantly, MAP does not control the actual sale price — only what can be publicly shown. A seller could still sell below the MAP as long as the advertised price complies with the policy.
MAP is enforceable if structured correctly as a unilateral policy. It’s a widely used strategy to prevent price wars, maintain brand value, and ensure authorized retailers aren’t undercut by unauthorized or discount-focused sellers.
Common MAP Violations:
- Listing a product below MAP on Amazon or Google Shopping
- Displaying "Click to See Price" or "Add to Cart to View Price" to sneak under MAP
- Offering promo codes that drop advertised price below MAP
Keep up with MAP Violations efficiently. Jump To: What is MAP Monitoring? A Simple Guide For Brands →
What Is MSRP?
MSRP stands for Manufacturer’s Suggested Retail Price. This is the price that the brand recommends a product be sold at.
Unlike MAP or UPP, MSRP is not enforceable. It serves as guidance for retail partners and can help position the product's value, but there’s no contractual or legal weight behind it.
Many retailers ignore MSRP if they feel market conditions justify a lower (or higher) price. In modern ecommerce, MSRP is mostly used as a reference point in pricing displays ("Reg. $99 - Now $79!") or for launching new products.
What Is a UPP Policy?
UPP stands for Unilateral Pricing Policy. This is the most restrictive type of pricing control, where the brand sets a firm price that applies to both advertised and actual sale price.
If a reseller violates UPP, the brand typically responds by cutting off access to the product, removing them from the authorized seller list, or ending the business relationship.
UPP is common among premium or luxury brands that want to tightly control brand perception and prevent deep discounting altogether.
But be careful: UPP policies must be drafted with legal oversight. They can drift dangerously close to resale price maintenance (which is illegal in many contexts) if they aren't unilateral and clearly stated.
MAP vs. MSRP vs. UPP: Comparison Table
| Policy | Controls | Enforceable? | Seller | Risk |
|---|---|---|---|---|
| MAP | Advertised Price | Yes (if unilateral) | Can sell below MAP | Low |
| MSRP | Suggested Sale Price | No | Can price however they choose | None |
| UPP | Advertised + Sale Price | Yes (with legal caution) | Must match brand's set price | Medium to High |
Which Policy Is Right for Your Brand?
Choosing the right policy depends on your goals, margins, and sales channels:
- Use MAP if you want to prevent public price erosion but allow retailers some back-end flexibility. Great for multi-channel brands and ecommerce sellers.
- Use MSRP if you're looking for a soft recommendation without strict enforcement.
- Use UPP if you're a premium brand and want full pricing control — just be sure to involve legal counsel.
If you're running into channel conflict or constant price undercutting, MAP is usually the most balanced and brand-safe option.
Legal Considerations
MAP and UPP policies must be unilateral to be legal. This means you, the brand, are stating your policy — not entering into price agreements with resellers.
Never negotiate MAP terms individually.
Make your policy clear and publicly available.
Be consistent in enforcement.
Always consult with an attorney before implementing UPP.
MSRP carries no legal baggage, since it’s not enforced — it’s just a suggestion.
Disclaimer: This article is for informational purposes only and does not constitute legal advice. Always consult with a qualified attorney before implementing or enforcing any pricing policy, including MAP, MSRP, or UPP strategies.
Final Thoughts
MAP, MSRP, and UPP each have a role to play in pricing strategy. If you want to:
- Protect your brand
- Prevent price erosion
- Keep your reseller relationships strong
...then implementing the right policy is essential.
Most brands today start with MAP and layer in stronger enforcement tools as needed.