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Product MAP, MSRP, and STP

Overview

Sellercloud helps you manage the Minimum Advertised Price (MAP), Manufacturer's Suggested Retail Price (MSRP), and Strikethrough Prices (STP) of your products and apply them to different sales channels.

The MAP is a pricing policy implemented by manufacturers and suppliers to control the minimum price at which their products can be advertised. It helps maintain consistency and prevents price wars. While you can still sell a product at any price, you must adhere to its MAP when advertising it for sale.

The MSRP is the price that a manufacturer recommends or suggests for a product to be sold to end consumers. It’s typically printed on product packaging or marketing materials. You aren’t obligated to sell the product at the MSRP - you’re free to set your own prices.

The STP is a pricing strategy where the original price is displayed with a horizontal line through it to indicate a discount or a special offer. This visual cue attracts customers' attention, creates a sense of urgency, and encourages them to make a purchase.

Learn more about configuring Product Prices.


Minimum Advertised Price

The MAP is product-specific, and you can set it per product or in bulk.

Before setting up the MAP, it’s best to enable the Client Setting Restrict Product Save Below MAP Price to make it so that you can’t save a product if a channel’s selling price is below the MAP Price.


Channel-Specific Details

Amazon:

To send the MAP, remove the Standard/List Price.

  • The MAP must not be higher than the Site Price.

  • With the Enforce MAP option enabled, if the selling price is lower than the MAP Price, the MAP Price will be sent.

  • The MAP will be sent to Amazon even if it’s lower than the Site Price if you enable the Client Setting Send MAP Price to Amazon even not enforced.

  • It's recommended to enable the Client Setting Send MAP Price to Amazon even if not enforced so we will always send the Amazon MAP Price, even if the Enforced checkbox is disabled on the Product Details Page. This is done to ensure compliance when dealing with MAP prices. A MAP price value must be entered on the product.

  • If the selling price is below the MAP, the option See Price in Cart appears on the Amazon listing.

  • You will not be allowed to have a selling price lower than the MAP Price. With the Enforce MAP option enabled, if your Amazon price is lower than the MAP Price, the MAP Price will always be sent as the selling price in order to comply with regulations.

Any changes to the MAP in Sellercloud are included in the price feed to Amazon. For automated updates, the Amazon Company Setting Allow Price Update (Regular) must be enabled, and the AmazonPricesUpdateService must be running on your server. Open a ticket with Sellercloud Support to confirm that this service is installed.

The MAP will not be sent to Amazon if you enable the Client Setting Disable Map Submission For Amazon.

eBay:

  • When Enforce MAP is enabled, the MAP will be the default Buy It Now Price.

  • When Enforce MAP is disabled, the Site Price will be the default Buy It Now Price.

NewEgg:

  • The Client Setting NewEgg.Com Force Send MAP Price force-sends the MAP Price to NewEgg when Listing Products.

Sears:

  • The Client Setting Disable MAP Submission For Sears prevents the MAP Price from being sent.

  • The Client Setting Send Sears MAP Price Indicator As Strict sends a Strict MAP Price to Sears.


Set Per Product

To set the MAP Price for a specific product:

  1. Go to a Product Details Page.

  2. Double-click the Pricing panel or click the Edit icon on its top right.

  3. In the MAP Price field, enter the MAP.

  4. Check Enforce MAP to set it as the selling price on all enabled channels.

    1. eBay: When Enforce MAP is enabled, the MAP will be the default Buy It Now Price. When Enforce MAP is disabled, the Site Price will be the default Buy It Now Price.

    2. Amazon: To send the MAP price, remove the Standard/List Price.



  5. Check Use Map Price For Website to set the MAP Price as the selling price on the Website channel.

  6. Click Save.


Set In Bulk

To set the MAP Price for multiple products:

  1. Follow the steps to Bulk Update Products.

  2. Use the following Column Headers in your Template:

    1. MAPPrice - Set the MAP.

    2. EnforceMAPPrice - Set to TRUE to set the MAP Price as the selling price on all channels.

    3. UseMapPriceForWebsite - Set to TRUE to set the MAP Price as the selling price on the Website channel.

    4. MAPPriceExposure - Optional eBay-specific column. Set to 0 to display the MAP pre-checkout or 1 to display it during checkout.

    5. MAPPricingTreatment - Optional eBay-specific column. Set to MAP to only show the MAP Price. Set to STP to show the Standard/List Price (MSRP, not your eBay price) with a strike-through in addition to the eBay Price. If the eBay price is lower than the MAP Price, the eBay price will not display.


Manufacturer's Suggested Retail Price

The MSRP is product-specific, and you can set it per product or in bulk. To send the MSRP to Amazon, you must:

  • Enable Disable Map Submission for Amazon in the Client Settings.

  • Enter the MSRP value in the Standard/List Price field. It must be greater than 0.

  • Post the Product to Amazon. MSRP will not be sent by the Update Price action. The MAP is only included in the "Post Product" feed.


Set Per Product

To set MSRP for a specific product:

  1. Go to a Product Details Page.

  2. Double-click the Pricing panel or click the Edit icon on its top right.

  3. In the Standard/List Price field, enter the MSRP.

  4. Save your changes by clicking Save or the tick icon.


Set In Bulk

To set MSRP for multiple products:

  1. Follow the steps to Bulk Update Products.

  2. Use the Column Header ListPrice in your Template. This sets the MSRP in the Standard/List Price field.


Strikethrough Price

Some channels allow you to show STP on listings. Typically, you can’t set an STP that is higher than the List Price or the MAP Price for a channel. The selling price must be lower than the List Price.


Set Per Product

To send STP to Amazon:

  1. Enable the Client Setting Disable Map Submission for Amazon

  2. Enter a greater value in the Standard/List Price field than the Amazon Price on the Amazon Properties page.

  3. Post the Product to Amazon. MSRP will not be sent by the Update Price action. The STP is only included in the "Post Product" feed.

To send STP to eBay:

  1. Enable the Client Setting Enable Strikethrough Pricing For EBay

  2. Enable the subsetting Send MAP Price to eBay Strike through prices to send the MAP Price as the STP.

    Strikethrough Pricing is restricted by eBay to a limited number of existing sellers. If you are a new seller, this functionality will not be available.

To send STP to Walmart Marketplace, set the Standard/List Price higher than the Walmart Price on the Walmart Marketplace Properties page. With this configuration, the Standard/List Price gets sent as the STP and the Walmart Price as the selling price.


Set In Bulk

To set STP for multiple products on different channels:

  1. Follow the steps to Bulk Update Products.

  2. Use the following Column Headers in your Template:

    1. MAPPrice - Set the MAP or, in some cases, STP.

    2. ListPrice - Set the MSRP or, in some cases, STP.

    3. AmazonPrice - Amazon column. If ListPrice is higher than AmazonPrice, the List Price is sent as the STP and the Amazon Price as the selling price. You must Post the Product, simply Updating the Price is not sufficient.

    4. eBayEnableStrikeThroughPrices - eBay column. Set to True to show the STP.

    5. MAPPricingTreatment - eBay column. Set to STP. Enter a Retail/List Price and have an eBay Price (Buy it Now price) lower than the Retail/List Price.

    6. NewEggDotComCheckoutMAP - Newegg column. If the MSRP/List Price is higher than the NewEgg Price, it will be sent as STP.

    7. WalmartAPIPrice - Walmart Marketplace column. If the ListPrice is higher than the WalmartAPIPrice, the List Price is sent as the STP and WalmartAPIPrice as the selling price.

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