Minimum Advertised Price (MAP) is a pricing policy where manufacturers set the lowest price at which retailers can publicly advertise their products. Unlike MSRP, which is a suggestion, MAP policies are typically enforced through agreements that may include consequences like losing distribution rights or promotional support if violated.
MAP policies help manufacturers maintain consistent brand positioning and prevent a "race to the bottom" where retailers continuously undercut each other. This is particularly important for premium and luxury brands where perceived value is tied to price point. Retailers can still sell below MAP—they just can't advertise that lower price publicly.
In DTC ecommerce, MAP policies are less common since brands control their own pricing. However, DTC brands that also sell through retailers or marketplaces often implement MAP to prevent channel conflict. Monitoring MAP compliance across retailers can reveal which channels are protecting brand value versus those that may be engaging in gray market or unauthorized selling.