Minimum advertised price (MAP) is a policy set by a supplier or brand that specifies the lowest price at which resellers may publicly advertise a product. MAP governs the advertised or displayed price, not necessarily the final transaction price, so a reseller can often sell below MAP as long as the lower number is not shown publicly. Brands use MAP to protect perceived value and prevent a race to the bottom among competing sellers.
How it works
A supplier issues a MAP policy alongside its wholesale terms. It defines what counts as advertising (product pages, search ads, marketplace listings, email blasts) and sets a floor for those visible prices. Because MAP restricts advertising rather than the sale itself, resellers commonly hold the public price at MAP while offering a lower figure in a cart, a phone call, or a private quote. In the United States, MAP is typically a unilateral policy the brand enforces by pausing or cutting off supply, not a negotiated price-fixing agreement.
Why it matters
MAP keeps every reseller advertising at a comparable level, which protects margins and stops discount-driven sellers from devaluing a brand. For merchants, it sets the ceiling on how aggressively you can promote a price in public without risking your reseller status.
MAP and B2B quoting on Shopify
MAP is where private quoting becomes useful. Since a quote sent to a specific buyer is not a public advertisement, you can quote below MAP for a wholesale or volume order while keeping your storefront price at the MAP floor. Tools that hide pricing behind a “request a quote” flow let you honor MAP publicly and still negotiate real numbers privately. See the B2B quoting glossary for related terms, or review pricing options.
Always confirm each supplier’s exact MAP terms in writing, since definitions of “advertised” and enforcement rules vary by brand.