MAP Pricing
MAP is a manufacturer’s floor on advertised prices, protecting price perception and retailer margins.
What MAP pricing is
MAP, minimum advertised price, is a manufacturer’s policy setting the lowest price at which resellers may advertise a product: the floor applies to displayed prices, not necessarily to what a sale actually closes at.
Why MAP matters
It protects the brand’s price perception and its retailers’ margins: without a floor, one discounter’s listing resets what every shopper expects to pay, and full-price retailers stop stocking the line. For resellers, MAP compliance is a condition of keeping supply.
How MAP works in practice
- A written policy stating the floor and the consequences
- Monitoring across marketplaces and stores, increasingly automated
- Enforcement: warnings, then cut supply for violators
- Workarounds like see-price-in-cart living at the policy’s edge
Frequently asked questions
Is MAP legal?
In the US, unilateral advertised-price policies are generally lawful territory, unlike fixing actual sale prices; other jurisdictions treat resale price practices differently and more strictly. Brands write MAP with counsel for a reason.
MAP vs MSRP: what’s the difference?
MSRP is the suggested selling price shoppers see as the reference; MAP is the advertising floor resellers must respect. A product can advertise anywhere between MAP and MSRP.
Related terms
MSRP · Wholesale · Gray Market