Prime Lab Med works with the leading manufacturers and some of them have a MAP policy which stipulates that distributors are contractually required not to "advertise" their product below a specific price level. This is part of our contract with the suppliers to resell their products.
A Minimum Advertised Price is a minimum amount that distributors or resellers agree not to advertise below.
Why do the Minimum Advertised Price (MAP) agreements exist?
MAP agreements:
- Promote fair competition across all distribution channels.
- Maintain brand identity and value.
- Allow smaller sellers to compete with larger retailers.
- Prevent underpricing.
- Protect seller margins.
Although MAP agreements protect seller margins, price isn’t the only concern. Brand identity is also a valued factor to retailers.
Consistent and controlled pricing sends a message to buyers: If you want this brand of a product you’re not going to find it anywhere else cheaper, which ultimately gives the product value.
The Truth About Minimum Advertised Pricing
Minimum advertised pricing only relates to “advertised” pricing and is perfectly legal under U.S. antitrust statutes. So, essentially, any distributor has limited to advertising MAP-protected products at a certain price but is able to sell these products at any price they choose (often guided by the Manufacturer’s Suggested Retail Price or MSRP).
Our Solutions to Your Benefits
There is currently no mechanism to display the actual discounted pricing in the open on our website within the constraints of our agreement with these manufacturers.
Since our "Advertised Pricing" is available on our website to the general public even though our selling prices may be quite lower (much lower in most cases), we have implemented a range of special solutions for You, our customers, to be informed about the actual prices we offer to your advantage:
- “See Price in Cart” or “See our Price in Cart” - once you add an item to our SSL protected "secure shopping cart", you are considered to have entered our "online retail storefront" and are no longer on our "advertising website", therefore the agreement is upheld, but you also see the actual lower pricing.
- “See lower Price” or “See our Price” buttons - the principle is the same, just even a little faster and more simplified - the amount offered by Prime Lab Med is shown instantly on the page.
- “Log in to see Exclusive member pricing! Why?” - you have an option to buy products at the lowest prices after you log in to your Prime Lab Med account.
Ask our Customer Service Representative via e-mail, phone call or Live Chat at any time.
