What Is a MAP Policy? Complete Guide to Pricing and Enforcement

What Is a MAP Policy?

Tired of pricing chaos across Amazon and Google Shopping? Wondering what a MAP policy actually does — and how to stop unauthorized sellers from undercutting your brand?

You’re in the right place.

This post kicks off our two-part series: A Beginner’s Guide to MAP Policies. In this post, we’ll break down what MAP policies are, why brands use them, and how they form the foundation of a real MAP enforcement system. Already familiar with the basics? Jump to How to Start MAP Monitoring in 30 Days →

Real-World Example: Imagine a premium skincare brand that sets a MAP of $49 for its flagship serum. Without enforcement, resellers start undercutting it to $39 on Amazon. Soon, authorized retailers complain, margins collapse, and the product looks “cheap.” A MAP policy fixes this by setting consistent advertised pricing.

Definition of a MAP Policy

A MAP, or Minimum Advertised Price, is the lowest price a reseller is allowed to publicly advertise a product for -- whether online, in print, or in an email promo. It does not control the actual sale price, only the advertised one.

A MAP policy is the legal document brands use to define these minimum advertised prices and communicate expectations to their reseller network. It also outlines the consequences for violations and the enforcement process.

MAP policies help:

• Prevent price erosion and discounting wars
• Maintain brand consistency and value perception
• Keep relationships healthy between authorized resellers
• Deter unauthorized sellers and grey market activity

Because MAP enforcement carries legal implications, it's smart to consult legal counsel before launching a policy to ensure it complies with U.S. antitrust law.

A Quick History of MAP Policies

Minimum Advertised Price (MAP) policies emerged in the early 20th century as manufacturers sought to maintain control over their brand image and pricing. With the rise of e-commerce, enforcing consistent pricing became more challenging, leading to the widespread adoption of MAP policies

Real-World Examples:

• Birkenstock vs. Costco: Costco sold Birkenstock products significantly below the standard retail price, prompting Birkenstock to issue statements advising customers against purchasing from unauthorized retailers to protect brand integrity. 
• Puma India: Faced with rampant pricing violations online, Puma India partnered with a data analytics firm to monitor and enforce its MAP policy, restoring pricing consistency and strengthening retailer relationships.
• GoPro: GoPro enforces strict MAP guidelines, especially concerning bundled products, to ensure fairness and consistency across all selling platforms.

By 2010, MAP enforcement had become essential for any brand with multiple retail partners or a presence on third-party marketplaces. Today, it’s a baseline expectation for serious retail brands.

Why Do Brands Use MAP Policies?

In today’s competitive e-commerce landscape, unauthorized sellers and aggressive discounting can quickly erode brand equity. Without a MAP policy, products may be listed at inconsistent prices across various platforms, damaging trust and pushing retailers into price wars.

Consequences of Not Having a MAP Policy:

• Brand Dilution: Inconsistent pricing can lead consumers to perceive the brand as less premium.
• Retailer Distrust: Authorized retailers may feel undermined if unauthorized sellers undercut prices, leading to strained relationships.
• Profit Margin Erosion: Continuous undercutting can reduce profit margins for both the brand and its retailers. 
• Loss of Market Control: Without pricing guidelines, brands may struggle to maintain a consistent market position. 

It’s not about price fixing — it’s about protecting how your product is positioned online.

MAP vs MSRP vs UPP

What Does a MAP Policy Include?

A MAP policy typically covers:

• A list of covered SKUs and their MAP pricing
• Where the policy applies (marketplaces, search ads, email campaigns, etc.)
• How pricing must be displayed (e.g., no strikethroughs or hidden discounts)
• The penalties for violations and how they escalate
• Instructions for how to report a violation or respond to one

It’s also common to include:

• A disclaimer that MAP does not affect actual sale prices
• Notes about how updates will be communicated to resellers
• Examples of acceptable vs. non-compliant ad formats

The more clearly it’s written, the easier it is to enforce. Read about How To Enforce A MAP Policy→

Is MAP Pricing Legal?

Yes, in the United States, minimum advertised pricing is legal as long as it applies only to advertised prices and not the actual resale price.

That said, it’s important to avoid language that implies price fixing or resale price maintenance. MAP policies must be unilateral, non-negotiable, and not part of any price agreement between parties.

Jump to Is a (MAP) Minimum Advertised Price Policy Legal?→

Global note: MAP policy legality can vary by region. If you sell internationally, consult legal counsel for EU, Canada, or Asia-specific considerations. 
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.

Common MAP Violations

Resellers might break your MAP policy in obvious or sneaky ways. Common violations include:

• Advertising below your MAP price on their website
• Displaying a lower price after adding the product to cart
• Using coupon codes, rebates, or bundles that drop the price below MAP
• Creating duplicate listings to bypass enforcement tools
• Promoting “hidden” discounts through email or influencer codes

Some violations are accidental. Others are deliberate. Either way, if you don’t catch and address them, they’ll spread.

Why Resellers Violate MAP Policies

Not all MAP violations are malicious. Some resellers:

• Don’t know your MAP policy exists
• Receive outdated product feeds or incorrect pricing
• Use automated repricing tools that ignore MAP rules

Others are intentional — trying to game the system to win the Buy Box or undercut competitors.

Tip: Build an onboarding kit for resellers with MAP rules included, and use quarterly reminders.

How Do You Enforce a MAP Policy?

Enforcement starts with consistent monitoring.

Brands typically use MAP monitoring software to track advertised prices across key platforms like:

• Amazon
• eBay
• Google Shopping
• Reseller and dealer websites

Once a violation is detected, your process should look like:

1. Document the violation (screenshots, URLs, timestamps)
2. Notify the seller with a formal warning email
3. Track response and resolution
4. Escalate if needed (e.g., suspend access, remove listings, revoke authorized status)

Pro tip: Automation tools like Trade Vitality can handle most of this for you, freeing up your team to focus on bigger priorities.

Check out our Guide To MAP Monitoring →

Where MAP Monitoring Happens

Effective MAP monitoring includes tracking prices on:

• Marketplaces: Amazon, eBay
• Shopping engines: Google Shopping
• Reseller sites: Shopify, WooCommerce, Magento, etc.
• Affiliate and coupon sites
• Price comparison tools (e.g. Google Merchant Center)

Some violations only show up after checkout or in private discount codes — which is why automated MAP monitoring software is essential for real enforcement.

How MAP Monitoring Software Works

MAP monitoring tools scan product listings across your key channels, compare them to your policy rules, and surface violations automatically.

Most tools (like Trade Vitality):

• Track products daily
• Flag violations in real time
• Auto-generate violation reports
• Send warning emails or webhook alerts
• Provide dashboards for compliance trends

You get full visibility without manual checking — and can act on violations fast, before they damage your brand or upset your resellers.

What’s the ROI of a MAP Policy?

• Higher margins — for you and your resellers
• Fewer pricing complaints from retailers
• Less channel conflict and fewer undercut listings
• More trust from premium sellers who respect pricing
• Stronger brand perception online

Bonus: MAP enforcement signals to marketplaces and affiliates that your brand is being actively managed.

FAQs: MAP Policies

Q: Is MAP the same as MSRP?

A: No. MSRP is a suggestion. MAP is enforceable for advertised prices.

Q: Can I enforce MAP in Europe?

A: Not in most EU countries. Consult a local trade lawyer.

Q: What happens if I don’t enforce MAP?

A: Violations will spread. Resellers will lose trust. Margin pressure will rise.

Q: Can I customize MAP pricing per reseller?

A: You can, but consistency helps build trust. Keep exceptions rare and documented.

Next Step: Learn How to Launch MAP Monitoring

Now that you know what a MAP policy is and why it matters, the next step is setting up a monitoring system that actually catches violations.

→ Read Part 2: How to Start MAP Monitoring in 30 Days

Or, if you’re ready to see what violations look like in real life: