Amazon Seller Guide to Suspensions : MAP Violations
Chapter 3: Amazon Seller’s Complete Guide to MAP Suspensions, Legal Rights, and Getting Your Account Back
If you sell on Amazon, you already know how stressful a sudden account suspension can be – especially when it’s triggered by a “Minimum Advertised Price” (MAP) complaint. In the last few years, MAP enforcement has become a favorite tool for brands and manufacturers to control the Amazon marketplace. But most sellers have no idea where Amazon really stands on MAP, or what their legal options are if they’re targeted unfairly.
This comprehensive guide is for sellers who want to protect their accounts, understand their rights, and get back to selling – without losing sleep or falling for legal myths.
Understanding MAP Agreements and Amazon’s Stance
Let’s start with the basics: a MAP agreement is a contract between a manufacturer or brand and its distributors or resellers, setting the lowest price they’re allowed to advertise a product for sale. The intention behind MAP is to prevent a “race to the bottom” on pricing and protect the brand’s perceived value.
However, Amazon isn’t part of your MAP agreement—period. They are not contractually obligated to uphold a manufacturer’s MAP policy. Amazon’s entire business model is built on offering the lowest price to their customers, not on maintaining anyone’s margins or protecting third-party contracts. This is a critical distinction, yet it’s one many brands ignore when they file complaints.
So why does Amazon suspend sellers for MAP complaints? The answer is simple: they respond to brand complaints to limit platform risk, not because they’re enforcing MAP. Amazon rarely investigates the details of the pricing contract itself. If a brand files a complaint and claims a MAP violation, your listing can be suspended—even if there’s no legal basis for the complaint.
Why Are MAP Complaints Increasing—and Who’s Filing Them?
In the last few years, Amazon sellers have seen a surge in suspensions related to MAP. Brands and manufacturers use MAP complaints to control pricing, “punish” unauthorized sellers, or simply push resellers off the listing. In most cases, these complaints are filed directly through Amazon’s brand registry or intellectual property reporting channels.
For sellers, this is a nightmare: your listing disappears, your sales plummet, and you’re left scrambling to figure out what happened and how to respond.
What Actually Happens If You’re Suspended for MAP?
The process usually looks like this:
You receive a notification from Amazon stating your listing or account has been suspended due to a complaint. The complaint references a pricing policy or, sometimes, even “intellectual property” if the brand wants to up the stakes. Suddenly, you’re out of business—often with little information about what triggered the complaint or how to fix it.
At this point, many sellers panic and either (a) ignore the issue and hope it goes away (it won’t), or (b) reply to Amazon with an angry or emotional message (this backfires). Instead, you need to respond professionally and methodically.
What Amazon Doesn’t Tell You: MAP Is Not Enforced by Amazon
This is where most sellers—and even some lawyers—get confused. Amazon does not enforce MAP policies for brands or manufacturers. Their focus is, and always has been, on keeping prices low for their customers. They will not remove your listing simply for “undercutting” MAP unless a brand or manufacturer files a formal complaint.
But once a complaint is filed, Amazon’s process kicks in automatically. They don’t evaluate the legal validity of the MAP contract; they act to limit their own liability and keep peace with big brands. That means you can lose your selling privileges even if you haven’t done anything illegal or contractually wrong.
Your Legal Recourse: Tortious Interference and Seller Rights
If you’ve been suspended due to a MAP complaint, you actually have more legal rights than you might realize. Under U.S. law, you may be protected by the concept of tortious interference with contract. In simple terms, this means if a third party (like a brand or manufacturer) knowingly interferes with your business contract or relationship, causing you damages (like an account suspension), you may be entitled to take legal action against them.
While Amazon isn’t bound by your MAP contract, the complaining party may be on shaky ground—especially if the complaint was baseless or retaliatory.
In practice, sellers can often use a well-drafted legal notice to put pressure on brands who abuse the complaint process. In some cases, legal action for damages may even be possible if you’ve suffered significant financial harm due to an unjustified complaint.
The Path to Reinstatement: How to Build Your Case and Get Back to Selling
The key to overcoming a MAP-based suspension is to respond strategically and with evidence. Here’s how you do it:
Document Everything: Save your suspension notice, any correspondence with the manufacturer, invoices, agreements, and any other evidence that supports your case.
Draft a Professional Plan of Action (POA): Amazon expects a specific structure in your appeal. Your POA should clearly explain the root cause (if any), outline corrective steps you’ve taken, and provide evidence where possible. Stay calm, factual, and polite—never attack the brand or Amazon.
Include Legal Arguments (If Appropriate): If you believe the complaint was baseless or retaliatory, briefly mention the legal principle of tortious interference. Sometimes, referencing your rights is enough to get the complaint withdrawn, especially if Amazon’s internal teams realize the legal risk.
Follow Up: Submit your appeal through Seller Central and track your case. If you don’t get reinstated right away, revise and resubmit with additional clarity or evidence.
If you’re not confident in handling this yourself, consult a law firm that specializes in Amazon seller suspensions—they can draft your POA, communicate with Amazon, and even send legal notices to brands abusing the system.
Common MAP Complaint Pitfalls to Avoid
It’s tempting to rush your response, but sellers who make the following mistakes often stay suspended longer:
Admitting fault without clear evidence of wrongdoing
Failing to provide documentation
Writing angry, defensive, or emotional appeals
Ignoring legal recourse and letting brands bully you off the platform
Remember: your tone matters as much as your evidence.
MAP Suspension Frequently Asked Questions
- Does Amazon actually enforce MAP?
No. Amazon only acts on complaints; they do not police MAP contracts. - Can I sue the manufacturer for getting me suspended?
Yes, if you can prove tortious interference with contract and damages. - What should I put in my Plan of Action?
Be clear about the facts, include documentation, and explain your plan to prevent future issues.
Learn more with our Amazon Sellers Guide to Suspensions book written by CJ Rosenbaum, Esq.:
This book is designed with two purposes in mind:
First, to help Amazon sellers stay one step ahead and avoid costly account suspensions. Second, to empower those who’ve already been suspended with the practical tools and strategies needed to get their accounts and ASINs reinstated—fast.
Inside, you’ll discover proven Plan of Action templates and sample language tailored for the most common issues sellers face, including inauthentic item complaints, review manipulation, intellectual property disputes, and much more. Whether you’re trying to prevent problems or bounce back from a setback, this guide gives you the exact words and steps you need.
Amazon Sellers Lawyer Can Get Your Account Reinstated!
MAP-related suspensions are stressful, but with the right strategy from Amazon Sellers Lawyer account reinstatements and support, most sellers can return to business quickly. Remember, Amazon wants to keep prices low, not enforce brand pricing contracts. Know your rights, respond with evidence, and don’t be bullied off the platform by unfair complaints.