MAP (Minimum Advertised Price)
Definition
A brand's policy setting the lowest price at which resellers may advertise its products. It protects margins and brand value across channels.
Want a deeper explanation?
MAP matters as soon as other sellers carry your products. Without it, one discounter can force everyone, including you, into a race to the bottom.
It only works if it is monitored and enforced. Watch for: margin erosion on your own channels that tracks with reseller discounting.
Example
Your MAP is $49.99. A reseller listing at $39.99 on Amazon is in violation, which also pulls down your own Buy Box price and margins.