Do you want to enforce the minimum price of your brand on Amazon to protect your brand from resellers?
Amazon has become a very saturated marketplace over time, and under the current situation, maintaining the brand value has become crucial as well as challenging for the companies.
As we know, eCommerce is all about price competition, and if you’re a brand owner who is linked with several sellers and retailers selling your product on Amazon, you must pay attention to controlling the prices to protect your brand.
You wouldn’t want to deal with sellers complaining that they found your products cheaper on Amazon. How can you control it? That’s exactly where map pricing comes in.
However, managing the MAP policies is not a cup of tea. You need to explore several critical factors to set a minimum advertised price policy for your brand to control your prices on Amazon efficiently.
Keeping that in mind, here’s all the helpful information about amazon brand protection and enforcing map pricing that all brand owners should know.
Wait, What is a MAP policy?
MAP is the abbreviation of “Minimum Advertised Price.” It is the lowest prices that brand owners of manufacturers set for their products that are displaced or advertised online by retailers for sale. MAP policies have been a part of the retail market for more than a decade. However, with overgrowing eCommerce platforms like Amazon, Aliexpress & eBay, these policies have become vital for selling online products.
Why do brands need MAP policies?
Brand owners and companies need MAP policies to have control over their products, protect profit margins from retailers, and maintain the consistent perception of the brand value in the eyes of consumers so they can reach their goals without possible hassles that the retailers can create through price disturbance in the market.
So, whether you’re selling your products on Amazon or in brick-and-mortar stores, you must create a MAP policy to catch any violations in the market that can hurt your brand.
Nowadays, the majority of online buyers turn towards Amazon to get general ideas about product pricing. So, if these customers see your product displayed in a physical store for a much lower or higher price, it can create confusion, resulting in significant losses to brands. By setting a MAP policy for your products, the sellers are informed about the minimum trading price, which they are obliged to follow.
Do Amazon sellers follow MAP policies?
Unfortunately, the majority of the Amazon sellers are not following the MAP policies that can put your brand in a vulnerable position. The reason is that there is a lack of communication between the brands and sellers.
As a seller, how will you know if there’s a MAP policy for the branded products you’re selling on Amazon or brand protection amazon if the distributor hasn’t informed you? On the other side, each seller sells many products of different brands on Amazon without approval from the brands.
Does Amazon show the MAP price on listings?
No. Amazon doesn’t recognize MAP agreements and clearly refuses to regulate them. Which means the sellers don’t see MAP price on listings. Whereas, there used to be a column for putting MSRP (Manufacturer’s Suggested Retail Price) on the product list creation page that used to show “list price.”
However, after some time, Amazon removed this feature as sellers started using it to manipulate the market, which was creating confusion among the customers on Amazon.
Amazon is the most powerful eCommerce platform in the world and one of the reasons behind the growth in cheap pricing and good customer experience. The online buyers head towards Amazon to look for the lowest possible price of the products.
Also, Amazon doesn’t employ MAP policies of the brands when the sellers are uploading new products. Not just that. The eCommerce giant doesn’t take any responsibility to regulate the MAP policy for violators on Amazon.
That leaves the full responsibility on the brand owners and manufacturers to monitor it. This is also one of the causes why many well-reputed brands are not selling on Amazon.
Now that leaves you with the question of how to enforce map pricing on amazon?
How do I enforce MAP policy on Amazon?
As mentioned above, Amazon leaves the brands to monitor the MAP policies and resolve them. However, there are multiple ways you can enforce the MAP policy on Amazon.
One way is to control your brand presence online by monitoring all the sellers on Amazon selling your products, identifying the violator, and observing amazon brand analytics. The brand owner can take legal action or withdraw their products from the retailers violating their MAP policies.
Ensuring and creating MAP policies involve a serious amount of time. That’s why brands use amazon ppc agency or use amazon analytics tools to manage their online presence and develop MAP policies that are good for the company’s growth. Some other ways to enforce MAP policy on Amazon include:
- Sending a cease and desist letter to the seller containing the MAP policies that the seller is violating on Amazon.
- Restrict the violators from purchasing the products from your company.
- Add serial numbers on your products and track the violator by making a test purchase from Amazon.
- You can prohibit digital sales on Amazon in your contract.
- The company can use price monitoring solutions from amazon ppc advertising services to track and get alerts for MAP policies violators on Amazon.
MAP policies are vital for brands. If your brand doesn’t already have one, then it’s never too late to create one and start enforcing them on Amazon. Remember, enforcing the MAP pricing c on sellers will always be challenging, but it’s very rewarding and provides you full control of your brand.