MAP 101 for Adult Novelty Retailers

Buckle up for a mouthful on one of the industry's favorite hot topics: MAP!

This is a dense article, so bookmark it and come back later if you need to. Brevity is a work in progress for me. 🤓

If you’re new to adult retail, you may have come across the term “MAP” in distributor applications, manufacturer guidelines, or in product-related conversations. MAP stands for Minimum Advertised Price, and if you plan to sell premium sex toys, sexual wellness products, or most brands with name recognition, MAP compliance isn’t optional.

Consider this blog  your crash course on MAP Policy in the adult industry because ignoring MAP could cost you your wholesale account, your account manager’s trust, and your brand reputation. I'm throwing everything I know about MAP in here, including opinions from those who are affected most: retailers. 

What Is a MAP Policy?

MAP stands for Minimum Advertised Price. It is the lowest price a product can be publicly advertised for online, as set by the manufacturer.

Map is not the same as MSRP (Manufacturer’s Suggested Retail Price), which is more of a guideline. MAP is a rule. Break it, and you could be dropped as a retail partner.

Important: MAP doesn’t control what price you sell the product for behind closed doors (like in-person discounts or private customer deals). It only governs what you can show in public (“advertised”) on your website, email marketing, ads, or marketplaces.

Why do MAP Policies exist?

To MAP, or not to MAP? Manufacturers have implemented MAP policies because they’ve seen and heard what happens when retailers undercut each other online to win a sale. It’s a race to the bottom to the detriment of smaller retailers. It's not pretty. 

I remember the first MAP Agreement that I ever saw in 2016, when California Exotic Novelties issued an official agreement to the product distributor I was working with at the time. To my recollection, CalExotics was the first to implement a MAP Policy in the pleasure products industry. That decision was a response to rock-bottom Amazon prices wreaking havoc on adult novelty retail, at the cost of manufacturers’ reputations. Before CalExotics took a stand, the adult industry didn't know how to get the Amazon pricing beast under control. Unfortunately, quite a few online adult retailers went out of business around this time. Over time, many manufacturers have followed suit. In 2025, I'll say that roughly 75% of sex toy manufacturers enforce their own MAP agreements.

Anyways! Map Policies protect: 

• Brand integrity: MAP helps maintain premium pricing and helps maintain a high perceived value of a brand and its products.
• Retailer relationships: When every retailer has to play by the same rules, the playing field stays level. This creates a fair advantage for all online sex toy retailers. 
• Profit margins: Strong MAP enforcement keeps your margins healthy instead of making you compete with someone selling near or at wholesale cost. Why do some people sell products near wholesale cost? That’s a somewhat complex answer that I’ll save for another day.
• Customer trust: It avoids the “I can get this cheaper on Amazon” dilemma that erodes your value as a retailer.

Third-Party Marketplace Restrictions

Many brands also restrict where their products can be sold. This is separate from MAP, but related. Some common restrictions:

• No sales on Amazon, eBay, Wish, Etsy, etc.
• Only authorized resellers allowed on third-party sites
• US-only or North America-only retail approval
  

Some brands (like Crave) prohibit online sales entirely. If you’re unsure, ask your rep to confirm whether a product is third-party marketplace restricted. 

Can other retailers sell below MAP?

Not without consequences. If you see competitors pricing under MAP, they’re likely violating policy. Manufacturers and distributors do monitor this, either directly or through platforms like:

• Google Shopping Alerts
• Internal price tracking software
• Manual spot checks on Amazon, eBay, or reseller sites
  

Never assume that you won’t get caught! I don’t even work in sex toy sales anymore, but I still pay attention to online retailer prices and take mental notes. #NaughtyList 

Is there any time that selling under MAP is permitted?

Only when explicitly stated by the manufacturer or distributor. Manufacturers often run Black Friday/Cyber Monday deals which give some wiggle room for resellers to price lower during a specific window of time. Some even offer gifts with promotions during the holidays. Dame Products is an example. They usually offer a fun seasonal or holiday GWP, in addition to lower MAP prices for BFCM. You’ll typically get an email or announcement from your rep with updated MAP pricing and allowed sale dates, so keep a heads-up during the holidays. 

There are some loopholes that some companies sneak through to sell under MAP online, but we won’t get into that because we aren’t gonna be like them! 

What happens if I sell below MAP?

Consequences depend on the manufacturer or distributor. It may take a while before you are notified for selling below MAP. For companies that run a tight ship:

First offense: You may get an email warning or request to update your pricing within a time window (usually 24–72 hours). Let’s call this the benefit of the doubt period. 

Repeat violations: Your account may be paused and orders will not be processed or shipped until pricing is updated. 

Worst-case scenario: If you were ordering products from a distributor, the brand may require that distributor to cut you off from selling the brand altogether. 

Why do some product manufacturers violate their own MAP policy? 

Contention has entered the chat! This is where the conversation gets heated in the adult novelty industry.

Some brands repeatedly violate their own MAP policy by running lower prices on their own websites. And I’m not referring to seasonal sales, but like, always. Is that allowed? Well, the manufacturer can do whatever they want. But it’s not a good look, and it stirs up a lot of strongly-worded opinions from resellers. 

When brands undercut retailers, it signals:

• Blatant disrespect for their retail partners. Instead of being gracious, undercutting brands are more focused on the cash grab by enticing retail consumers to purchase directly from them because of low pricing. This is basically a violation of the #1 rule for manufacturers: don't fuck the stores who carry your products. 
• Confusing or inconsistent sales strategy
• Short-term thinking vs. long-term relationship building
  

Chronic undercutting is a red flag! If you see a manufacturer undercutting their own MAP policy, evaluate why you might be selling their products. Can similar, comparable products be found through other manufacturers? (The answer is most likely yes.) If so, my suggestion is to drop the manufacturer in question. If you sell a brand who undercuts the price YOU are required to maintain, why are customers going to buy from you? We know that consumers will almost always opt for the lower price. Thanks, Amazon. 🖕

Via The Onion -- the adult industry's trusted satirical news source for breaking news

What If a manufacturer doesn’t have a MAP Policy?

In this case, your pricing is determined by MSRP. And yes, you can go lower than MSRP, but it eats into your profit margin.

Example: Wholesale price = $50. MSRP = $100. $100 ÷ $50 = 2x markup. Drop the price to $75 and you’ve just cut your margin by 50%.

Now, we all understand that manufacturers can make their own choices.

One client I worked with -- a product manufacturer -- did not understand the ramifications that online retailers experience when MAP is not implemented or adhered to. The client was unwilling to see that MAP is one way that manufacturers support their retailers. They client used to say, "I don't have time to pay attention to who is charging what for my products. Let them figure it out. They can price my products at whatever price they want!" 

Um....okay. 👀

This client still doubles down on their stance [Carrie Bradshaw inner monologue voice], and I can't help but wonder....why the fuck are you like this?

But don't take it from me.  

The letter below was written to product manufacturers from an anonymous independent adult novelty retailer. The letter was shared anonymously in an online industry community last month. They stated:

"*Urgent Notice To Manufacturers: MAP Enforcement Needed*"

"*Subject: Chain Store MAP Violations Threatening Independent Retailer Viability*"

For good measure, here's one more of my favorites from a long-time adult retailer:

Different thread, different year. Same sentiment.

How to find a brand’s MAP Policy

Check your distributor’s website, or inquire with your account manager. Many distros have a MAP Policy section or keep links to each brand’s agreement. The agreements are usually accessible immediately. 

This is gold standard procedure implemented by at least one distributor: 

• MAP policies are listed on relevant product pages.
• You’re required to check a box confirming MAP adherence before checkout.
• Some brands require a signed MAP agreement to keep on file when you order their products for the first time. Your account rep is responsible for collecting the signed documents when needed. 
• Violations = immediate reach out from your account rep, or the product manufacturer, depending on how attentive the manufacturer is regarding their pricing. Most manufacturers and distributors do not have a dedicated staff monitoring online pricing, but they will eventually find a violator.
  

If you’re ever unsure, ask your rep directly. It helps to keep a digital folder of MAP PDFs on hand, because distributors expect you to know and follow the terms.

Here is an example of one distributor's online MAP Policy section. 

How manufacturers can set a good example

Here is an example of how just one manufacturer (Swiss Navy) explains MAP in their B2B Resource Center on their website. See Lovehoney's website for another example.

Most manufacturers do not have a MAP Policy carved out on their website. If they sell to consumers, having a public MAP Policy might be confusing for their direct online customers. 

MAP Policy excerpt from a sexual wellness client:

We take pride in the uniqueness, quality, and integrity of our products. To maintain the perceived value of our brand, and to ensure that all our partners benefit from the same competitive landscape, we strictly enforce a Minimum Advertised Price (MAP) policy for all online retailers.

MAP protects your margins, upholds brand integrity, and supports our retail partners who actively promote and sell our products. We appreciate those who take the time to understand and follow this policy. It’s how we all win.

Don’t be shitty. Mind the MAP.

If you want to stay in good standing with your distributor, build trust with sexual wellness brands, and protect your margins, respect MAP like it’s non-negotiable.

Not all distributors strictly enforce brands’ MAP Policies, because it is a beast to monitor. However, that doesn’t mean that product manufacturers (and nosy people like me) aren't watching (and judging). It's only a matter of time before you're caught. Don't take the risk!

If you read this entire blog, I fucking love you. Virtual high five If you're a small or indie sexual wellness manufacturer looking to implement a MAP policy, email me at hello@thecaseymurphy.com. Let’s make sure you don’t end up as a blacklisted brand!