Have you ever found yourself caught in a price war that seemed endless? Or noticed that your products were being sold for values far below what you consider ideal for your brand? That’s where the concept of MAP (Minimum Advertised Price) — known in Portuguese as PMA (Preço Mínimo Anunciado) — comes in: a strategy that can transform how your brand is perceived and positioned online.
In this article, you’ll discover what MAP is, why it’s essential to protect your brand, how to implement an effective strategy, and most importantly, how to monitor whether your retailers and partners are following your pricing policy. Let’s dive into this key topic for anyone looking to stand out in Brazilian e-commerce.
What Is MAP (Minimum Advertised Price)?
The Minimum Advertised Price (MAP), or PMA in Portuguese, is a commercial policy that establishes the lowest price at which a product can be publicly advertised or displayed by resellers and distributors.
It’s important to note that MAP does not determine the final selling price, but rather the minimum price that can be shown in ads, online stores, or promotional materials. In practice, this means that a retailer can sell for a lower price (in private negotiations, for example) but cannot advertise below the threshold set by the brand or manufacturer.
MAP vs. Resale Price Fixing
Many people confuse MAP with resale price fixing, but they are two very different concepts:
- MAP (Minimum Advertised Price): Sets only the minimum price allowed for advertising, without directly interfering in the final sale price.
- Resale Price Fixing: Determines the exact price a product must be sold for — a practice that may raise competition concerns in Brazil.
Why MAP Is Important for Your Business
Implementing a MAP policy offers several strategic benefits for brands and manufacturers operating in Brazil’s e-commerce landscape:
1. Protecting Profit Margins
When your products are sold with aggressive discounts, the entire value chain suffers. According to industry data, brands lose on average 15% of annual profit margins due to undetected pricing violations (in our experience, this number can reach 30–40% in Brazil).
MAP helps maintain healthy margins for manufacturers, distributors, and retailers alike.
2. Preserving Brand Value
Products that are constantly promoted with deep discounts tend to be perceived as lower-quality by consumers. A MAP policy helps maintain your brand’s premium positioning and protects the perceived value of your products.
3. Reducing Channel Conflicts
Without a clear pricing policy, resellers often engage in predatory competition, creating tension across your sales channels.
MAP sets clear, fair rules that level the playing field and reduce friction among partners.
4. Encouraging Quality Services
When retailers don’t have to compete solely on price, they can focus on other differentiators such as customer service, post-sales support, and overall shopping experience — benefiting both consumers and your brand image.
Proven Results
Recent studies show that brands with well-structured MAP policies achieve:
- Up to 23% increase in perceived product value
- 78% reduction in pricing violations across e-commerce
- 34% improvement in partner satisfaction within their distribution channels
Transform Your Pricing Strategy with MAP
Implementing an effective Minimum Advertised Price policy can be the turning point your brand needs to thrive in Brazil’s competitive e-commerce market. More than a pricing rule, MAP is a strategic framework that protects your brand value, aligns your sales channels, and ensures sustainable margins for all stakeholders.
Remember: MAP success depends on several factors — appropriate pricing levels, clear communication, partner engagement, consistent monitoring, and well-defined enforcement procedures. Start building your MAP policy today and take the first step toward transforming how your brand is perceived and sold in the digital marketplace.
Next Steps
- Analyze how your products are currently being advertised
- Identify key areas of pricing conflict
- Consult specialists to tailor your MAP policy to your industry
- Evaluate monitoring tools that fit your budget
- Prepare your sales team for rollout, defining clear actions and penalties for policy violations
👉 Want to know how to track whether your partners are following your MAP policy?
Get in touch with our team of specialists and discover our price monitoring platform designed to help your brand stay in control.