MAP pricing for FFL dealers, explained
What minimum advertised price means, why it matters to your distributor relationships, and how to price above cost without breaking it.
Published 2026-10-04
Minimum advertised price (MAP) is the lowest price a manufacturer allows a reseller to advertise for a product. It is a policy set by the manufacturer, and it applies to the price you show, including on your website.
Why it matters
- Manufacturers can stop selling to dealers who advertise below MAP, through their distributors.
- A pricing rule that marks up cost by a percentage can drop below MAP when cost falls or a promotion runs.
- MAP policies are set per brand and change. The current policy is the manufacturer’s, not last year’s spreadsheet.
A pricing rule that stays safe
Price from live cost with your markup, then raise any result below MAP up to MAP. Round after that if you like prices that end in 99, as long as rounding never takes you below the floor.
ArmoryFlow applies that order automatically: retail is calculated from live distributor cost and your markup, and a displayed price does not drop below MAP on a brand set to show at MAP.
See your shop on a real ArmoryFlow template