MAP (Minimum Advertised Price)
The lowest price a reseller is permitted to advertise your product at, set by policy rather than by Amazon.
Why it matters
MAP protects the price integrity of the whole channel. Once one seller discounts below it, Amazon's pricing systems and every other reseller follow, and the resulting race to the bottom damages margins across all your retail partners, not only Amazon.
In practice
MAP is a policy you write and enforce, not something Amazon administers. It needs to exist in writing in your reseller agreements, be monitored continuously, and be enforced consistently, selective enforcement undermines the policy legally as well as practically.
Note that MAP governs advertised price, which is distinct from the price at which a seller may actually sell.
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