This presentation shows the importance of Minimum Advertised Price (MAP) and various factors that to violations by channel partners and resellers. Finally, we describe how how web crawling can be used to monitor price, detect fraud and enforce MAP.

2. The important of Minimum
Advertised Price (MAP)

3. When products are sold below the
MAP, it create a wrong perception in
the consumer’s mind which hinders
sales of the actual product at the
profitable price in the long term.

4. This usually happens via channel
partners or resellers who sometimes
offer heavily discounted products to
attract customers and clear inventory.

5. MAP issue in the
ecommerce market

6. The ecommerce market is especially notorious for
such activities since sometimes ecommerce sites
don’t directly show the product price, but ask the
customers to add to the cart to reveal price in the
checkout page.

7. This tactic allows them to circumvent the MAP
enforcement as they are not advertising the price,
just selling it.

8. A marketplace like Amazon might have several
sellers and they would be fixing their own prices
(which might be below the MAP).

9. Although the manufacturer can stop working with
the reseller after identifying this, the effect of
even a few unauthorized sellers listing your items
below MAP might have a ripple effect on the
entire market, even affecting authorized sellers.

10. Although the manufacturer can stop working with
the reseller after identifying non-compliance, the
effect of even a few unauthorized sellers listing
your items below MAP might have a ripple effect
on the entire market, even affecting authorized
sellers.

11. Web crawling to enforce
MAP

12. Scrape
popular e-
commerce
websites to
check prices
Once you have the list of sites in
which your products are available,
a web crawling solution can be
built to search the products and
get the price from the target sites
in ready-to-use format.

13. Extracting
data from
multiple
sellers
Even though a price is quoted
beside an item listed in a website,
on clicking a button (generally
labeled as “show more prices”), you
can also see prices by other sellers
which might or might not be
verified sellers of that e-commerce
platforms.

14. Search and
scrape top
listings in
price
comparison
sites
Your products can also be
searched by full name as well as
closely matching words, to find the
prices being quoted in these
listings since they are viewed by
thousands of people every day.

15. Identify
ads/banners
for prices
Ad scraping and scrape banners
from popular sites on a regular
basis to make sure that none of
your products are being advertised
below the MAP.

16. A pioneer is custom and large-scale web data extraction.
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