MAP Pricing Agreement Issues for Amazon Sellers after Amazon Posts Sellers’ Personal Info.

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What Every Amazon Seller Needs to Know About MAP Agreements and Public Seller Disclosure

As Amazon’s marketplace evolves, so does the level of risk for third-party sellers—especially those who have entered into Minimum Advertised Price (MAP) agreements. With Amazon’s increasing transparency and public disclosure of seller identities, it’s more important than ever to understand exactly where you stand, legally and contractually.

What Is a MAP Agreement—and Why Does It Matter?

A Minimum Advertised Price (MAP) agreement is a contract between a brand (or manufacturer) and a reseller, setting the lowest price at which the reseller can advertise the brand’s products. Brands use MAP agreements to protect their perceived value, prevent price wars, and maintain a consistent marketplace image—both on and off Amazon.

For years, some sellers assumed that MAP agreements weren’t enforceable, especially in the wake of a landmark 2007 United States Supreme Court decision. While that ruling significantly reduced the automatic enforceability of MAP contracts, it did not eliminate them entirely.

The Leegin Decision: A Legal Turning Point

In 2007, the Supreme Court ruled in the case of Leegin Creative Leather Products, Inc. v. PSKS, Inc. that minimum resale price maintenance (RPM) agreements, which include MAP agreements, are not per se illegal under antitrust law. Instead, their enforceability depends on the specific circumstances.

Key point: If you signed a MAP agreement, you’re still bound by the terms of that contract—even after the Leegin decision.

This legal carve-out means that brands have every right to hold you accountable if you breach a MAP agreement you’ve personally signed. And with Amazon’s recent policy changes, the risk of enforcement is higher than ever.

How Amazon’s Public Seller Disclosure Increases MAP Risks

Amazon’s new policies are making seller identities and business addresses publicly available on product detail pages. In the past, many resellers operated with a degree of anonymity, making it difficult for brands to identify who was selling below MAP.

Now, if you are a signatory to a MAP agreement and continue to advertise or sell products below the minimum advertised price, brands can:

Identify you instantly—no more hiding behind a storefront alias.
Contact you directly about a suspected breach.
Pursue legal remedies, including demand letters, contract enforcement actions, or even lawsuits for damages.
File complaints with Amazon that could result in account suspensions, removal of your listings, or permanent loss of selling privileges for violating the MAP contract.

Who Is Actually at Risk?

This increased risk only applies if you’ve actually signed a MAP agreement with a brand or distributor. If you never signed any such agreement, you’re not bound by MAP restrictions—even if a brand tries to pressure you.

However, if you did sign, you should assume that brands are monitoring your advertised prices and are prepared to act quickly now that your identity and business address are public information.

What Should Amazon Sellers Do Now?

Review your supplier contracts: Check if you’ve signed any MAP agreements and review the terms closely.
Monitor your advertised prices: Stay compliant with any MAP policies you’re legally bound to.
Prepare for increased contact: Be ready for brands or their attorneys to reach out directly if they notice a MAP violation.
Understand your legal position: Remember, only sellers who have signed are bound. If you’re unsure, consult with an attorney who understands both MAP law and Amazon’s marketplace rules.

Amazon Sellers Lawyer Alert: Your Identity Is No Longer Private

This policy change is a wake-up call for all Amazon sellers who have entered MAP agreements. The anonymity that once shielded resellers from brand enforcement is gone. Brands can see your legal business name and address, making it easy to enforce MAP contracts through direct contact or legal action.

Bottom line:

Signed a MAP agreement? You’re at higher risk for enforcement.
Never signed? Brands cannot enforce MAP against you, but stay alert for baseless complaints.

If you have been suspended due to MAP, facing a complaint, or brand enforcement actions, Amazon Sellers Lawyers can help you!