What is a minimum advertised price violation?

A Minimum Advertised Price Violation (MAP pricing violation) occurs when a retailer or seller advertises a product at a price that is lower than the minimum price set by the manufacturer or supplier. This is also known as “undercutting” the MAP price. For example, let’s say that a manufacturer sets a MAP price of $100 for a particular product.

Do unauthorized retailers violate map policies?

A recent study done by the Harvard Business Review on manufacturers who use MAP policies found that unauthorized retailers had violated the policies 50% of the time. Similarly, authorized retailers had a 20% violation rate. Why should you track MAP Violations across Google Shopping, Amazon, Walmart and other online channels in the US and Canada?

How do retailers establish and enforce map pricing?

To establish and enforce MAP pricing for products, retailers should follow these general guidelines: Clearly define the MAP pricing policy: Retailers should clearly define their MAP policy and communicate it to their suppliers, resellers, and customers.