The Seat Shop - Minimum Advertised Price (MAP) Policy

Purpose and Overview

The Seat Shop (“Company”) has adopted this Minimum Advertised Price (“MAP”) Policy to protect the premium image of our brand and products, and to ensure a level playing field for all resellers. Widespread discounting of our products can negatively affect their perceived value and harm both the brand’s reputation and our resellers’ ability to provide quality service. This Policy is designed to support our investments in product innovation and brand equity, and to prevent any reseller from gaining an unfair advantage by advertising prices primarily on the basis of underselling. By adhering to this Policy, resellers help maintain the value, quality, and competitiveness of The Seat Shop products in the marketplace.

Unilateral Policy: This MAP Policy is a unilateral policy issued by The Seat Shop and is not an agreement or contract with any reseller. It will be enforced at The Seat Shop’s sole discretion. No employee or representative of The Seat Shop is authorized to modify or grant exceptions to this Policy, except as specifically authorized herein. Each reseller remains free to establish its own actual resale prices for The Seat Shop products; however, if a reseller chooses to advertise The Seat Shop products, it must do so in compliance with this MAP Policy.

Scope of the Policy

This MAP Policy applies to all The Seat Shop products and to all authorized resellers of The Seat Shop products in the United States. It covers all forms of product advertising and promotion in any media and online platforms, including but not limited to:

Websites, e-commerce platforms, and online marketplaces
Social media posts and digital ads
Email marketing, SMS, and other electronic communications
Print ads in newspapers, magazines, flyers, catalogs, etc.
Television, radio, and other broadcast advertising
Public signage or any other marketing materials distributed to the public

For clarity, this Policy governs advertised prices only. It does not restrict the price at which products are actually sold to an end customer, nor does it apply to price quotations provided in response to an individual customer inquiry. Resellers remain free to sell The Seat Shop products at any price of their choosing; only the advertised price is subject to this MAP Policy. Additionally, in-store price displays or in-store promotions that are not distributed to customers outside of the retail store (such as in-store shelf or tag prices) are not considered “advertising” for purposes of this Policy. This MAP Policy is enforceable only within the United States and applies to advertising directed to U.S. customers.

Minimum Advertised Price Guidelines

MAP Pricing: The Seat Shop will, from time to time, establish a MAP for each product. The MAP may be a specified dollar amount or a percentage off the manufacturer’s suggested retail price (MSRP), at The Seat Shop’s discretion. The Seat Shop will communicate the applicable MAP prices to all authorized resellers (for example, via price lists or reseller portal updates). Resellers are responsible for adhering to current MAP pricing in all advertisements. Advertising any The Seat Shop product at a price lower than its MAP violates this Policy. This includes any advertised discounts, deals, or promotions that result in an advertised net price below the MAP, except as expressly allowed under this Policy.

Applicable Media: This Policy applies to all advertisements of The Seat Shop products in any and all media. This includes, without limitation, online and e-commerce listings, search engine marketing, social media, email newsletters, mobile apps, newspapers, magazines, catalogs, brochures, posters, flyers, radio, television, and any other form of advertisement. It also applies to any public-facing price display that a reseller uses to promote sales (including online pricing visible to the general public).

Prohibited Advertising Practices: Resellers must not engage in any advertising activity that has the effect of circumventing the MAP or concealing actual advertised prices below MAP. The following practices are prohibited as violations of this MAP Policy:

Below-MAP Price Displays: Advertising a product at a price lower than the established MAP in any online or offline advertisement. All advertised prices must be at or above the MAP (except during Company-authorized promotions discussed below). Showing a price below MAP before a product is placed in a customer’s online shopping cart is not allowed.
“Call for Price” or Hidden Pricing: Using phrases or tactics such as “Call for price,” “Email for price,” “Add to cart to see price,” “See price in cart,” or any other language/feature intended to hide the price or imply that the actual selling price is lower than the advertised MAP. All advertised pricing must be explicit and at or above MAP.
Coupons, Rebates, or Instant Discounts: Offering coupons, coupon codes, rebates, discounts, gift cards, or any other inducement in connection with an advertised price that would directly or indirectly result in a net advertised price lower than MAP. For example, an advertisement that explicitly or by implication offers an extra discount on The Seat Shop products (e.g., “$100 off The Seat Shop [Product] this week only”) resulting in a price below MAP is not permitted.
Bundling and Gift-With-Purchase: Advertising The Seat Shop products bundled with other products or services (whether The Seat Shop products or third-party items) in a manner that effectively discounts the MAP product below its MAP price. This includes offering free or discounted accessories, installation, gifts, or other benefits with purchase that reduce the overall price paid for the MAP product below its MAP threshold. Any bundled offer should ensure the advertised price of The Seat Shop product itself remains at or above MAP once the value of additional items is accounted for.
Third-Party Marketplace Sales: Selling or advertising The Seat Shop products on third-party online marketplaces (such as Amazon, eBay, Walmart Marketplace, etc.) without prior written consent from The Seat Shop is prohibited. Even if permission is granted to use such channels, the MAP Policy still applies to all marketplace listings. Resellers are also prohibited from facilitating or supplying The Seat Shop products to any other party in a manner that results in advertising below MAP (for example, selling products to an unauthorized dealer known to break MAP).

Advertising Definitions and Clarifications: For purposes of this Policy, “advertising” or “advertisement” includes any published or communicated pricing information accessible to the general public or to a broad customer base. It does not include a price given in response to an individual customer’s private request, or the price shown to a customer within the checkout process of an e-commerce website. Specifically, the price a customer sees after taking affirmative steps toward a purchase (such as placing an item in a shopping cart or proceeding to checkout on a website) is considered the point-of-sale price, not an advertised price. Thus, an online reseller may display the MAP on the product listing page and show a lower price only after the customer has initiated the purchase process (for instance, “checkout” or cart page), consistent with this Policy. However, any such practices must comply with the spirit of this Policy – for example, cart pricing should not be accompanied by public advertising messages that explicitly promote a below-MAP price. If there is any doubt, resellers should err on the side of compliance or contact The Seat Shop for clarification.

Authorized Resellers

This Policy applies to any party that advertises and sells The Seat Shop products to end users (referred to in this Policy as “Resellers”). Only Resellers expressly authorized by The Seat Shop are permitted to sell The Seat Shop products to the public; by doing so, they agree to adhere to this MAP Policy as a condition of their authorized status. The Seat Shop greatly values the efforts of our authorized Resellers, and this Policy is established for their benefit as well as the brand’s benefit. A Reseller’s choice to purchase and resell The Seat Shop merchandise indicates its consent to follow the MAP guidelines herein. Resellers should advertise our products in a manner that preserves their premium value and complies with all terms of this Policy.

If The Seat Shop identifies an entity selling or advertising The Seat Shop products without authorization, or in violation of this MAP Policy, The Seat Shop reserves the right to take appropriate action, including refusing to supply products to such entity or pursuing other legal remedies. All authorized Resellers are encouraged to report any suspected MAP Policy violations or unauthorized sales to The Seat Shop.

Exemptions and Promotional Exceptions

The Seat Shop recognizes that occasional promotions or special programs may be beneficial. Thus, limited exemptions to this MAP Policy may apply in the following situations, only if specifically authorized in writing by The Seat Shop:

Company-Authorized Promotional Periods: From time to time, The Seat Shop may announce promotional periods during which resellers are permitted to advertise certain The Seat Shop products at a price lower than the standard MAP. Such promotions might coincide with holidays, new product launches, or other special events. The Seat Shop will communicate in advance any approved promotional pricing or “Promotional MAP” for specified products, as well as the duration of the promotional period. During these designated periods, resellers must adhere to the promotional pricing and terms provided (for example, the promotion may allow advertising up to a certain percentage below the normal MAP). When the promotional period ends, the standard MAP Policy resumes for those products (i.e., all advertising must return to at least the regular MAP).
Discontinued or Clearance Products: The Seat Shop may occasionally exempt certain closeout, clearance, or discontinued items from this MAP Policy. The Seat Shop will notify resellers if a product is no longer subject to MAP restrictions (or is subject to a modified MAP) due to its end-of-life or clearance status. Without such notice, all normal MAP rules remain in effect.
Reseller-Specific Programs: Any special pricing agreements or rebate programs offered by The Seat Shop directly to resellers (such as volume-based rebates, co-op advertising funds, etc.) must not be advertised to the public in a way that violates MAP. However, The Seat Shop-funded end-user incentives (for example, an official manufacturer’s rebate or coupon) may be advertised in accordance with the terms The Seat Shop sets. In such cases, The Seat Shop will typically require that the advertised price still show at or above MAP, with the manufacturer’s rebate or discount clearly noted as a separate line item or message. Resellers should obtain The Seat Shop’s guidance on how to advertise any manufacturer-sponsored promotions to ensure compliance.

Other than the explicitly authorized exceptions above, no other discounts or promotions may result in advertised pricing below MAP. If you believe you have a unique situation that might warrant an exception, you must obtain written approval from an authorized The Seat Shop representative before deviating from this Policy. Verbal agreements or assumptions will not be accepted as valid exceptions.

Enforcement and Policy Administration

Compliance with this MAP Policy is vitally important to The Seat Shop. While each reseller remains free to determine its own resale prices, if a reseller chooses to advertise The Seat Shop products, it must abide by this Policy. The Seat Shop will actively monitor advertised prices for its products, either directly or via third-party services, and will investigate any credible report of MAP Policy violations. Resellers are expected to promptly correct any advertising found to be in violation.

At this time, The Seat Shop is focused on achieving voluntary retailer compliance and therefore may not outline a rigid enforcement procedure in this document. However, be advised that violations of the MAP Policy may carry consequences. The Seat Shop reserves the right to impose sanctions, up to and including termination of the business relationship with the offending reseller. Specifically, The Seat Shop may, at its sole discretion and without prior warning:

Reduce or revoke any benefits or accommodations that the reseller receives (such as cooperative advertising funds, special pricing, or other incentives).
Suspend or cancel pending orders, or refuse to accept new orders, from the reseller.
Revoke the reseller’s “Authorized Reseller” status, thereby revoking permission to advertise or sell The Seat Shop products.
Terminate the reseller’s account or agreement to buy and resell The Seat Shop products entirely.

These enforcement options are not exhaustive; The Seat Shop may apply any lawful measures deemed appropriate to address violations. All decisions regarding enforcement of this Policy will be made by The Seat Shop in its sole discretion. The Seat Shop personnel and representatives are not authorized to discuss or negotiate the conditions of this Policy with any reseller, and will not solicit any reseller’s agreement to comply with the Policy – it is strictly unilateral. Each reseller is responsible for its own compliance.

If a reseller has been found to violate the MAP Policy, The Seat Shop may, but is not obligated to, provide a notice to the reseller to correct the issue. Repeated or egregious violations, or any demonstrated intent to circumvent the Policy, will likely result in more severe action, up to permanent termination of the reseller’s authorized status and possible legal action. Resellers who have lost privileges due to MAP violations may not be reinstated for a period of time or at all, at The Seat Shop’s discretion.

Policy Changes and Acknowledgment

The Seat Shop will periodically review and update this MAP Policy as needed. The Seat Shop reserves the right to modify, suspend, or terminate this Policy, or adjust MAP pricing, at any time in its sole discretion. Resellers will be notified of any such changes, typically via written communication or electronic notice. It is the reseller’s responsibility to ensure it has the current MAP information for The Seat Shop products, and compliance with any updates or modifications is required. No The Seat Shop representative has the authority to grant any oral modifications or exceptions to this Policy.

By continuing to advertise and sell The Seat Shop products, each authorized reseller acknowledges the unilateral nature of this Policy and The Seat Shop’s right to administer and enforce it. Any questions regarding the MAP Policy should be directed to The Seat Shop’s authorized representative or policy administrator in writing. While The Seat Shop does not seek agreements from resellers on MAP, we are available to answer questions, provide current pricing files, or clarify the terms of this Policy.

Thank you for your cooperation. By adhering to this Minimum Advertised Price Policy, you are helping to uphold the value of The Seat Shop’s products and brand, which benefits all resellers and customers in the long run. The Seat Shop looks forward to continuing a successful partnership under these guidelines.