July 16, 2023

What is Minimum Advertised Price (MAP) Monitoring?

Since e-commerce is a highly saturated niche, businesses constantly seek effective strategies to maintain their brand reputation, ensure fair pricing, and sustain healthy profit margins. One strategy gaining momentum is MAP monitoring. By closely tracking MAP violations, e-commerce businesses can protect their brand value, strengthen relationships with their retailers, and deliver a consistent customer shopping experience.

What is Minimum Advertised Price (MAP)?

Minimum Advertised Price (MAP) Monitoring: eAskme
Minimum Advertised Price (MAP) Monitoring: eAskme

This is the lowest price at which a manufacturer allows its products to be advertised or publicly displayed.

It is a protective measure, ensuring authorized retailers do not engage in price wars that may devalue a product or brand. MAP policies benefit manufacturers and authorized sellers by maintaining healthy competition and preventing price races.

The Importance of MAP Monitoring for E-Commerce Businesses:

Here's why it’s essential to enforce MAP policies:

Brand protection:

According to Wiser Blog, MAP monitoring helps preserve the brand's image and integrity by preventing price wars.

It ensures that products are advertised and sold at a fair and consistent price across different channels.

By deterring unauthorized sellers from undercutting prices, businesses can maintain their brand value and avoid positioning their products as cheap or low-quality.

Healthy relationships with retailers:

Monitoring MAP violations allows businesses to identify unauthorized sellers and take appropriate action.

Manufacturers can demonstrate their commitment to supporting authorized retailers by enforcing MAP policies.

This strengthens partnerships, fosters trust, and encourages retailers to invest in marketing and promoting the brand's products.

Enhanced Customer Experience:

By keeping prices under control, e-commerce businesses can provide a consistent shopping experience for customers across various platforms without them feeling confused or misled.

This consistency contributes to customer satisfaction, trust, and long-term loyalty.

What to Do When MAP Violations are Revealed?

Discovering violations of MAP is an opportunity for e-commerce businesses to take swift action and enforce their pricing policies effectively. Here’s what you can do if you uncover MAP violations:

  • Contact the violating seller, clearly outlining the observed violation and providing evidence to support your claim. Communicate the importance of adhering to MAP policies, emphasizing the negative impact that unauthorized price reductions can have on brand value and relationships with authorized retailers. Request immediate compliance with the MAP policy and remove the offending advertisement or pricing.
  • If the violating seller fails to respond or rectify the violation promptly, issue a formal warning. It should outline the consequences of prolonged non-compliance, which may include termination of the business relationship or legal action. Clearly communicate the company's commitment to maintaining fair pricing practices and protecting the brand's integrity.
  • In cases where MAP violations persist or become recurrent, it may be necessary to involve authorized retailers. Inform them of the situation and seek their support in MAP policies. Authorized sellers have a vested interest in upholding fair pricing practices and protecting the brand's reputation. Collaborating with them can create a unified front against unauthorized sellers and strengthen the effectiveness of MAP enforcement efforts.
  • If all previous attempts to rectify MAP violations prove unsuccessful, legal action as a last resort may be necessary. Talk to a legal counsel who specializes in intellectual property and pricing policies to understand the available legal options. Pursuing legal action can send a strong message to unauthorized sellers and deter future violations. However, assessing the potential costs, time, and resources involved is essential before pursuing this route.

Remember that MAP enforcement should not be a one-time effort but an ongoing process.

Establish a system for monitoring prices and MAP compliance using online price monitoring services.

Regularly evaluate the effectiveness of your policy and adjust it as needed based on market dynamics and evolving industry practices.

Consistent tracking and proactive enforcement will help maintain a level playing field and ensure fair pricing across all channels.

Why Use Online Price Monitoring Services?

Since manual tracking is too time-consuming, businesses should leverage price monitoring services to efficiently track MAP compliance.

Price monitoring software has several advantages over traditional methods of price tracking:

Real-Time Monitoring:

Online price monitoring services employ advanced algorithms and web scraping techniques to monitor prices across multiple e-commerce platforms.

Monitoring software enables businesses to promptly detect MAP violations and take immediate action to rectify them.

Comprehensive Data Analysis:

Businesses can better understand market trends, competitor pricing strategies, and consumer behavior.

These insights aid in formulating effective pricing and marketing strategies to stay ahead of the competition.

Automation and Alerts:

They eliminate the need for manual tracking and save businesses valuable time and resources.

Businesses that receive instant updates about MAP violations or price fluctuations can respond swiftly and appropriately.

Competitive Edge:

By utilizing price monitoring services, e-commerce businesses can optimize pricing strategies, identify market gaps, and adjust pricing in real-time to attract and retain customers.

This agility and adaptability contribute to improved sales and overall business growth.


Since most manufacturers work with numerous online retailers, Minimum Advertised Price (MAP) monitoring has emerged as a powerful tool for businesses seeking to protect their brand, maintain fair pricing, and provide an exceptional shopping experience for customers.

By leveraging online price monitoring services, you can effectively track MAP compliance, gain valuable insights, and stay ahead of the competition.

Embracing MAP monitoring is a proactive step toward building brand reputation, fostering strong retailer relationships, and driving sustainable growth in the digital marketplace.

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