A MAP (minimum advertised price) policy is a brand’s rule that sets the lowest price at which its products can be advertised. On Amazon, the listed price is the advertised price, so a MAP policy effectively sets the lowest price you can list the product for.
Quick answer: MAP is the minimum advertised price set by a brand. If you list below it on Amazon, the brand or your supplier can stop selling to you. Ask about MAP and other resale terms before you buy, and follow them.
How MAP Works
- The brand publishes a MAP price for each product.
- Retailers, including Amazon sellers, agree not to advertise below that price.
- The brand monitors prices and may warn or cut off sellers who go below MAP.
MAP is set by the brand, not Amazon. Under US federal law, a brand can generally decide on its own to stop dealing with sellers who do not follow its pricing policy; see the FTC’s guidance on manufacturer-imposed requirements.
Why MAP Matters for Amazon Sellers
When many sellers share one Amazon listing, it is tempting to cut prices to win the Buy Box. MAP stops a race to the bottom that hurts the brand and every seller on the listing.
Breaking MAP is one of the most common reasons suppliers close accounts. It is also one of the reasons some suppliers turn down Amazon sellers in the first place; see why wholesale suppliers reject Amazon sellers.
Wholesale Supplier Terms of Sale for Amazon Resale
MAP is not the only term to look for. Supplier and brand terms may also cover:
- Where you can sell: some brands limit or ban online marketplaces
- Listing rules: approved images, titles or descriptions
- Bundling: whether you can combine products into sets
- Territory: only selling in certain countries
- Condition: new only, no open-box or returns
Ask for these terms in writing before your first order. They belong on your list of questions to ask a wholesale supplier.
How to Stay Compliant
- Keep a list of MAP prices for every product you sell.
- Set your repricer’s minimum price at or above MAP.
- Check your prices after sales events and coupons. Some brands treat discounts and coupons as advertising below MAP.
- Ask your supplier when MAP prices change.
MAP and Your Supplier Choice
Authorized distributors usually pass on the brand’s MAP policy and expect you to follow it. That is part of the trade-off covered in authorized distributor vs wholesaler. For the full supplier checklist, see how to vet wholesale suppliers.
When you apply for a wholesale account with us, ask about the pricing policies for any brand you plan to sell.
This article is general information, not legal advice.
Frequently Asked Questions
Is MAP the same as the price I sell at?
MAP limits the advertised price. On Amazon, the listed price is what shoppers see, so in practice it limits your listing price.
What happens if I sell below MAP on Amazon?
The brand or your supplier may warn you, stop selling to you, or take other action allowed by its policy.
Do all brands have a MAP policy?
No. Ask about each brand before you buy.