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MAP (minimum advertised price) enforcement on Amazon means identifying sellers advertising your products below your MAP policy and taking escalating action - notices, supply-chain investigation, and removal - to stop them. On Amazon, MAP violations are almost always caused by unauthorized resellers, because authorized partners agree to your policy.

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Why MAP Violations Hurt

  • Retail partner conflict - brick-and-mortar and authorized e-commerce partners see your product advertised cheaper on Amazon and lose confidence in the brand
  • Margin erosion - a race to the bottom in the Buy Box compresses everyone’s pricing power
  • Brand equity damage - persistent discounting repositions a premium product as a commodity

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How Enforcement Works

  1. Continuous price monitoring across your ASINs to catch violations quickly
  2. Violator identification and documentation - who is selling, at what price, with dated evidence
  3. Enforcement notices - cease and desist communications citing your policy and rights
  4. Supply-chain investigation - persistent violators usually trace back to a leak in your distribution; test buys help identify the source
  5. Removal and prevention - escalating through the steps in the unauthorized seller removal guide, up to Amazon Transparency enrollment

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A Note on MAP and Amazon Itself

Amazon does not enforce your MAP policy for you - MAP agreements are between you and your resellers. The practical lever on Amazon is controlling who sells your products, which is why MAP enforcement and unauthorized-seller removal are the same fight. OBG’s 360 Brand Protection™ handles this automatically for brand partners, at no cost as part of a broader engagement. Book a free OBG360 Audit to discuss your situation.