What is MAP price?
Management of MAP (Minimum Advertised Prices) and MSRP (Manufacturer’s Suggested Retail Price) is becoming more and more important for brands. According to the research, the typical brand that has many different online distributors, faced with price violations among 23% of all products. But what actually do these terms mean?
In the simplest form, MAP is the lowest price a retailer can sell the product for. In other words, MAP is the policy to make an agreement in which a manufacturer sets advertising price limits for distributors and resellers.
However, It is important to note that a MAP policy does not establish an exact price that a reseller can sell a manufacturer’s product, it keeps resellers from dropping the prices below a certain level. For example, if a sunglasses manufacturer sets a MAP of $75 for its best selling item than all online distributors that the brand made an agreement are obligated to advertise this product minimum at $75 or more.
Though it’s important to note that MAP is a legal policy in the US but it is not applicable in European Union as a law.