Quick answer: A MAP policy (minimum advertised price) is a rule a brand or manufacturer sets for the lowest price its resellers may advertise a product at. It is a policy between the brand and its resellers. Amazon does not enforce MAP for brands. Amazon enforces its own Fair Pricing Policy, and its seller code of conduct prohibits conduct that violates price fixing laws. Under federal guidance, a reseller is free to set its own price as long as it reaches that decision on its own.
MAP questions come up constantly for Amazon resellers, usually after a brand sends a warning or cuts off supply. This guide explains what a MAP policy is, how it differs from other pricing rules, what Amazon does and does not police, and how to protect your account. The pricing rules below come from Amazon’s Seller Central policies and the Federal Trade Commission.
This article is general information, not legal advice. Pricing law varies by state and country, so speak to a lawyer about your specific agreements.
What a MAP Policy Is
A minimum advertised price policy sets the lowest price a reseller may show in advertising for a product. It usually controls the advertised price, not necessarily the final price a customer pays. Brands use MAP to protect how their product is presented across retailers.
MAP is a brand policy, not a law
No federal law requires MAP. It is a commercial policy that a manufacturer adopts and that its resellers either accept or decline. Consequences for breaking it, such as losing supply or authorized reseller status, come from the brand, not from a regulator.
How the FTC describes resale pricing rules
The FTC explains that a dealer is free to set the retail price of the products it sells, as long as the dealer comes to that decision on its own. It also explains that a manufacturer may choose to deal only with retailers who agree to its resale price policy, and may stop dealing with a retailer that does not follow it. Since 2007, the Supreme Court has treated manufacturer-imposed vertical price programs under a rule of reason approach. The FTC also notes that some state antitrust laws and international authorities view minimum price rules as illegal per se, and that it has challenged MAP policies in the past.
MAP vs MSRP vs Amazon’s Fair Pricing Policy
These three get mixed up often. They come from different places and carry different consequences.
| Rule | Who sets it | What it controls | Who enforces it |
|---|---|---|---|
| MAP (minimum advertised price) | The brand or manufacturer | The lowest price a reseller may advertise | The brand, through its reseller relationships |
| MSRP (manufacturer’s suggested retail price) | The brand or manufacturer | A suggested selling price, not a requirement | No one; it is a suggestion |
| Amazon Marketplace Fair Pricing Policy | Amazon | Pricing practices that harm customer trust, such as misleading reference prices or excessive shipping fees | Amazon, through offer removal and account action |
| Price fixing laws | Governments | Agreements among competitors to set prices | Regulators and courts; Amazon’s code of conduct also prohibits this conduct |
Does Amazon Enforce MAP?
No. Amazon’s Fair Pricing Policy states that sellers are responsible for setting their own prices on Amazon stores. Amazon’s focus is the customer, not the brand’s pricing program. Its policy explains that Amazon monitors prices on its stores, including shipping costs, and compares them with other prices available to customers.
What Amazon does police
Amazon lists pricing practices that harm customer trust, including:
- Setting a reference price that misleads customers
- Setting a price significantly higher than recent prices offered on or off Amazon
- Selling multiple units for more per unit than a single unit of the same product
- Setting an excessive shipping fee, judged against public carrier rates, reasonable handling charges, and buyer perception
If Amazon sees these practices, it can remove the Featured Offer, remove the offer, suspend the ship option, or in serious or repeated cases suspend or terminate selling privileges.
The price fixing rule in Amazon’s code of conduct
Amazon’s seller code of conduct requires that sellers not engage in conduct that violates price fixing laws. The FTC explains that competitors at each level of the supply chain must set prices independently, which means dealers cannot agree with each other on retail prices. Coordinating prices with other sellers on the same listing is the risk here, not following a brand’s MAP on your own.
How MAP Disputes Turn Into Amazon Account Problems
Because Amazon does not enforce MAP, brands that want to stop a reseller sometimes use tools that Amazon does enforce. A brand may file an intellectual property complaint against the listing or offer. Amazon’s Intellectual Property Policy allows rights owners to report infringement, and those complaints count against your account health.
If you received an IP complaint after a pricing dispute, the response is the same as any IP complaint. Amazon’s policy lists the evidence it accepts, including invoices proving authenticity and authorization letters from the rights owner, and allows you to request a retraction from a rights owner you have an agreement with.
How to Protect Your Account as a Reseller
Know what you signed
Read your distributor and reseller agreements. MAP terms are usually written into the supply relationship, along with what happens if you break them.
Set prices on your own
Make every pricing decision independently. Do not agree on prices with other sellers on the same listing, including in messaging groups or through shared repricing arrangements.
Keep your sourcing records ready
Keep invoices from your suppliers for every product you sell. If a brand files an authenticity or IP complaint, those invoices are what Amazon asks for.
Stay within Amazon’s Fair Pricing Policy
Avoid inflated reference prices, unit pricing that penalizes multipacks, and shipping fees well above carrier rates.
If a pricing dispute has already turned into IP complaints or listing removals, our rights owner complaint service responds to the complaints, and our Amazon suspension and reinstatement team handles cases where the account itself is at risk. To monitor pricing and account health signals going forward, see our Amazon account health maintenance service.
Frequently Asked Questions
What does MAP stand for?
MAP stands for minimum advertised price. It is the lowest price a brand allows its resellers to advertise a product for.
Is a MAP policy legal?
In the United States, the FTC explains that manufacturer-imposed vertical price programs are evaluated under a rule of reason approach, and that a manufacturer may stop dealing with a retailer that does not follow its resale price policy. Some states and countries treat minimum price rules more strictly. Ask a lawyer about your specific situation.
Will Amazon suspend me for selling below MAP?
Amazon does not enforce brands’ MAP policies. Amazon acts on its own Fair Pricing Policy and on intellectual property complaints. A brand unhappy with your pricing may stop supplying you or file a complaint, which is where account risk comes from.
What is the difference between MAP and MSRP?
MSRP is a suggested retail price with no requirement attached. MAP is a policy that restricts the advertised price and is enforced by the brand through its reseller relationships.
Can sellers agree on a price for the same Amazon listing?
No. Amazon’s code of conduct prohibits conduct that violates price fixing laws, and the FTC explains that dealers cannot agree on retail prices.
What should I do if a brand files a complaint after a pricing dispute?
Treat it like any intellectual property complaint. Amazon’s policy accepts invoices proving authenticity, Amazon order IDs, authorization letters, or a retraction from the rights owner.
Protect Your Listings
If a brand is using complaints to push you off a listing, act before those complaints add up. Submit your case for a free assessment, or book a consultation with our team.
Sources
- Amazon Seller Central, Amazon Marketplace Fair Pricing Policy
- Amazon Seller Central, Selling policies and seller code of conduct
- Amazon Seller Central, Intellectual Property Policy
- Federal Trade Commission, Manufacturer-imposed requirements
