Minimum Advertised Price (MAP) Policy - US Market

1. Policy Statement

Umarex USA, in its sole discretion, reserves the right to discontinue doing business with any reseller that advertises any applicable product(s) covered by this MAP policy at a price lower than published MAP pricing.

2. General Guidelines

  • The products covered by this policy are listed the Umarex USA pricelist (MAP Product Listing), and Umarex USA may modify this list at any time.
  • Umarex USA recognizes that retailers are free to make their own decisions to advertise and sell any Umarex USA product at any price they choose, without consulting or advising Umarex USA. Similarly, Umarex USA will exercise its right to make its own decisions regarding the Umarex USA Authorized Reseller Program, supplemental marketing materials, point of purchase displays, product allocation, new product availability, or future sponsorship programs.
  • The MAP policy applies to advertised prices, not the price at which MAP products are actually sold or offered for sale to an individual in-store.
  • Umarex USA believes in maintaining a well-regulated and fair marketplace for all its authorized dealers.

3. Advertising Guidelines

  • The MAP policy applies to all advertisements of MAP products in any and all media, including but not limited to flyers, posters, coupons, mailers, inserts, newspapers, magazines, catalogs, television, radio and public signage, as well as internet sites, social media sites, apps or any other electronic media.
  • The MAP policy does not apply to solely on-premises or in-store advertising that is not distributed to customers.
  • Website features such as “click for price”, “members pricing”, “log in for price” will be considered a MAP violation.
  • This MAP policy also applies to any activity in which Umarex USA determines, in its soles discretion, is designed or intended to circumvent the intent of this MAP policy. Such as Online auctions with no reserve.
  • It shall not be a violation of this MAP policy to advertise in general that the retailer has “the lowest prices” or will match or beat its competitors’ prices, so long as the retailer does not include any advertised price below MAP and otherwise complies with this MAP policy.
  • Periodically, Umarex USA may choose to grant permission for retailers to advertise MAP products lower than the MAP retail price. In such events, Umarex USA reserves the right to modify or suspend the MAP retail price with respect to the affected products for a specified period of time by providing advance notice to all resellers of such changes.
  • MAP LIFT Holidays - (Can advertise the sale 7 days prior of the approved holiday)
    • April 3rd-5th – Easter SALE
    • MAY 22nd-25th – Memorial SALE
    • JULY 3rd -5th - Independence SALE
    • September 4th–7th – Labor Day SALE
    • NOVEMBER 27th-30th – Black Friday/Cyber Monday
    • December 31st -4th – NEW YEARS SALE

  • Periodically, Umarex USA may offer a direct manufacturer’s rebate to consumers. In such events, this shall not be a violation of this MAP policy to advertise the availability of the manufacturer’s rebate, provided that: I. II. III. The advertisement includes a MAP compliant price, the rebate amount, and the net price after manufacturer’s rebate in the same type size and style.

    An asterisk is placed next to the net price after manufacturer’s rebate; And “after manufacturer’s rebate” appears in the same area of the advertisement as the advertised product.

4. Policy Enforcement

  • If a retailer with multiple store locations violates this MAP policy at any one store location, or on any associated website, then Umarex USA will consider this to be a violation by the dealer.
  • Umarex USA reserves the right to cancel any pending orders, restrict future orders, or suspend dealer's accounts of Umarex USA reasonable believes I. A retailer has violated the provisions of this policy; or II. A dealer intends to violate this policy
  • Umarex USA Dealers found to be in violation will be given two (3) warnings. Upon failure to correct said violation the dealer will be placed on a Do Not Ship list until their pricing is corrected and a written warning will be issued.
  • Two (2) A one month suspension of the dealer or distributors account and purchasing privileges.
  • Three (3) occurrences of being placed on the Do Not Ship list will result in an indefinite termination from selling Umarex USA products.
  • Umarex USA's MAP administrator is solely responsible for determining whether a violation of the MAP policy has occurred, as well as determining appropriate sanctions.
  • Waivers to this MAP policy may be granted in Umarex USA's sole discretion by the MAP administrator in writing.
  • Umarex USA reviews the advertised prices of retailers, either directly or via the use of third-party agencies or tools. Dealers are expected to provide reasonable cooperation in any Umarex USA investigations regarding MAP policy violations. Failure to cooperate with a Umarex USA MAP policy investigation is a violation of this MAP policy.
  • The MAP policy will be enforced by Umarex USA in its sole discretion and without notice. Violations of this policy may result in any of the aforementioned sanctions up to and including termination of our business relationship, as well as any available remedies at law. All questions related to this MAP policy should be directed to brad.webb@umarexusa.com