AMZTarget

What is MAP pricing on Amazon?

Definition

The lowest price a brand allows its resellers to advertise. It is a brand policy, not an Amazon rule.

MAP stands for minimum advertised price. It's the lowest price a manufacturer or brand allows authorized resellers to show in ads and listings. A brand with a MAP of $49.99 doesn't want any reseller to display a lower price.

MAP is a policy between a brand and its resellers. It is not an Amazon rule, and Amazon doesn't enforce one company's MAP on another seller. On Amazon, the advertised price is the price shown on the listing, so in practice MAP limits the selling price too.

Why brands use MAP

  • Protect the brand. Constant discounting makes a product look cheap.
  • Protect retail partners. Stores that invest in service can't compete with resellers who undercut every price.
  • Keep the Buy Box healthy. Without MAP, resellers chase each other down until the price leaves no margin.

How brands enforce MAP

Since Amazon doesn't police it, brands monitor prices themselves. When a reseller goes below MAP, the usual steps are a warning, then reduced or stopped supply under the reseller agreement. Unknown sellers far below MAP are often a sign of unauthorized or counterfeit goods, which is a hijacker problem rather than a pricing one.

The legal side of MAP differs by country. Talk to a lawyer before writing or enforcing a policy.

MAP for resellers

If you resell a brand with a MAP policy, your repricer must never go below it. Set MAP as the minimum price bound so no automated rule can break it, even in a price war.

MAP vs MSRP

MSRP, the manufacturer's suggested retail price, is a recommendation for the normal price. MAP is a floor for the advertised price. A product can have an MSRP of $59.99 and a MAP of $49.99.

How AMZTarget helps with MAP

Brands can add their ASINs to AMZTarget and get alerts when the price changes, a new seller appears, or the Buy Box moves. That shows quickly who went below MAP. Resellers using AMZTarget Repricer set minimum and maximum bounds for every SKU, so price changes always stay at or above MAP.

FAQ

Does Amazon enforce MAP?

No. MAP is an agreement between a brand and its resellers. Amazon applies its own pricing policies, but it doesn't enforce a brand's MAP.

Can a hijacker break MAP?

Yes, and often does. Sellers far below MAP are worth checking for counterfeit or unauthorized goods.

Is MAP the same as a minimum selling price?

Formally, MAP limits the advertised price. On Amazon the listed price is the advertised price, so the two are effectively the same.