Advertised price vs cart price: how MAP policies treat coupons, bundles and “add to cart”
Usually, yes: a MAP policy limits the advertised price, not the price a dealer finally charges, and all five aftermarket policies we read say so. Where they differ is where advertising ends. Across nine common cases, from cart-only prices to coupons, bundles and gift cards, the same listing can be off-limits under one policy and allowed under another.
Key takeaways · if you read nothing else
- All five policies we read (Baja Designs, Pacbrake, Motive Gear, Pro Performance Wheels and TIS Wheels) say dealers stay free to set the price they actually sell at.
- All five treat a coupon or promotion that takes the advertised price below MAP as not allowed.
- Three name “add to cart to see price”-style messages as not allowed. Where a lower price appears only in the cart, the policies split or say nothing.
- Two explicitly allow free shipping; three don’t mention it.
- Three don’t allow a below-MAP bundle even with another brand’s item in it; Motive Gear allows mixed bundles.
- Monitoring can’t settle these cases. It can record exactly what was shown and where, so the brand’s own policy can.
On this page5 sections · cases
Can a dealer sell below MAP?
Usually, yes. MAP limits the advertised price, and each of the five policies says so.
Baja Designs says resellers “remain free to negotiate the ultimate transaction/sales price (as opposed to advertised price)”. Pro Performance Wheels says “A reseller is free to sell PPW products at any price the reseller chooses, including prices below MAP.”
So the real question is where advertising stops and selling starts. A price on the product page is advertising. A price on an order confirmation isn’t. Everything in between depends on the policy’s wording.
Nine cases where policies draw the line differently
For each case: what the dealer page shows, how each of the five policies treats it, the clause it rests on, and how we record it.
| Policy | Products | Version |
|---|---|---|
| Baja Designs | Off-road lighting | Revision effective Apr 13, 2026 |
| Pacbrake | Diesel exhaust brakes | Effective Apr 2, 2021 |
| Motive Gear | Drivetrain parts | Effective Jan 15, 2017 |
| Pro Performance Wheels | Wheels | Effective Jul 1, 2026 |
| TIS Wheels | Wheels | No effective date stated; page updated Jan 15, 2026 |
“Add to cart to see price” on the listing3 not allowed · 1 depends · 1 not addressed
The page: The product page shows no price, only a message that the price is in the cart.
| Policy | Position | What it says |
|---|---|---|
| Baja Designs | Not allowed | requires customer to take further actions to determine advertised price including requesting customer to ‘Click Through’ to ‘See Price In Cart,’ ‘Add To Cart For Best Price,’ |
| Pacbrake | Not allowed | It is a violation of this policy to advertise that a customer may ‘See price in cart’ |
| Motive Gear | Not addressed | Cart messages aren’t named. Its cart rule is in the next case. |
| Pro Performance Wheels | Not allowed | Phrases that signal below-MAP pricing: ‘Call for price,’ ‘Email for our best price,’ ‘Add to cart to see lowest price,’ |
| TIS Wheels | Depends | ‘add to cart to see price,’ or any phrasing implying a below-MAP price are prohibited to the extent a price below MAP is displayed prior to the Products being placed in a customer’s shopping cart. With that said, discounts in this form are permissible so long as the final net price is only shown ‘in cart.’ |
How we record it: No advertised price to compare. Record the message as shown and note it as a policy question.
A lower price shown only in the cart1 allowed · 2 depends · 2 not addressed
The page: The product page shows MAP. The cart shows less, with no message on the page.
| Policy | Position | What it says |
|---|---|---|
| Baja Designs | Not addressed | Not addressed directly. |
| Pacbrake | Not addressed | Not addressed directly. |
| Motive Gear | Allowed | These requirements do not apply to pages or levels associated with an intent to purchase. |
| Pro Performance Wheels | Depends | Pricing visible only after a customer takes a private action — such as adding an item to a shopping cart … — is generally considered a sale price rather than an advertised price. if every customer is funneled through an automatic cart discount — PPW reserves the right to evaluate the practice as a violation of this Policy. |
| TIS Wheels | Depends | discounts in this form are permissible so long as the final net price is only shown ‘in cart.’ cart-triggered price reductions (other than as set forth above)Cart-triggered price reductions are on its list of prohibited methods, “other than as set forth above”. |
How we record it: Record the page price as the advertised price. Note the cart price separately; only the policy says whether it counts.
A coupon code beside a MAP price5 not allowed
The page: The page shows MAP and a promo code that would take the price below it.
| Policy | Position | What it says |
|---|---|---|
| Baja Designs | Not allowed | providing incentives (other than those pre-authorized by Baja Designs®/sPOD®) in any form prior to customer payment where the net effect is to reduce the advertised price to less than the price suggested in the current UMAP© Price Sheet |
| Pacbrake | Not allowed | Any promotional incentives should be applied to future store-wide purchases and designed not to discount Pacbrake product below the minimum advertised price |
| Motive Gear | Not allowed | This MAP Policy does not allow resellers to advertise a coupon, discount, rebate, or incentive on Motive Gear product(s) that has the effect of immediately reducing the advertised price of the Motive Gear product below the MAP. |
| Pro Performance Wheels | Not allowed | Coupon codes, instant discounts, or sitewide promotions that bring the advertised PPW price below MAP |
| TIS Wheels | Not allowed | The following are prohibited if they result in an advertised price below MAP: Coupons, promo codes, rebates |
How we record it: Record the displayed price and the code exactly as shown. The comparison uses the displayed price; the code is a note for the policy.
A sitewide “10% off everything” banner2 depends · 3 not addressed
The page: The part shows MAP, and a banner across the site offers a percentage off every order.
| Policy | Position | What it says |
|---|---|---|
| Baja Designs | Depends | Catalog or inventory-wide discounts (e.g. ‘10% off everything in catalog’), unless ‘Baja Designs®/sPOD® products excluded’ is clearly stated in direct connection with such advertisements.Listed as contrary to the program unless the brand’s products are clearly excluded. |
| Pacbrake | Not addressed | Not named. |
| Motive Gear | Not addressed | Not named. Its coupon and discount rule is in the coupon case. |
| Pro Performance Wheels | Depends | Coupon codes, instant discounts, or sitewide promotions that bring the advertised PPW price below MAP Storewide loyalty discounts triggered by total purchase history that explicitly exclude PPW productsSitewide promotions that take its price below MAP are listed as violations; storewide discounts that exclude its products are listed as compliant. |
| TIS Wheels | Not addressed | Not named. |
How we record it: Record the displayed price and capture the banner. Whether it applies to the part is a policy question.
A bundle with another brand’s item3 not allowed · 1 allowed · 1 not addressed
The page: The part is sold with another brand’s accessory for less than the part’s own MAP.
| Policy | Position | What it says |
|---|---|---|
| Baja Designs | Not allowed | Bundling or combining product(s) covered on the UMAP© Price Sheet with any other product (whether a Baja Designs®/sPOD® SKU or a product from another manufacturer) for an advertised price lower than the combined price |
| Pacbrake | Not addressed | Not named. |
| Motive Gear | Allowed | This MAP Policy does not prohibit resellers from bundling or packaging Motive Gear product(s) with other non-Motive Gear productsA bundle of only its own parts can’t be advertised below their combined MAP. |
| Pro Performance Wheels | Not allowed | Bundling PPW products with other items (wheels + tires, accessories, gift cards) where the combined advertised price implies a below-MAP price for the PPW product |
| TIS Wheels | Not allowed | The following are prohibited if they result in an advertised price below MAP: bundled offers (with or without TIS Wheel products) |
How we record it: Compare only with the MAP row for the exact part or kit. The bundle price goes to the policy as a question.
Free shipping on a MAP-priced part2 allowed · 3 not addressed
The page: The part shows MAP, with free shipping.
| Policy | Position | What it says |
|---|---|---|
| Baja Designs | Allowed | Offering free or discounted shipping or installation on products listed in the Baja Designs®/sPOD® UMAP© Price Sheet. |
| Pacbrake | Not addressed | Not named. |
| Motive Gear | Not addressed | Not named. |
| Pro Performance Wheels | Not addressed | Not named. |
| TIS Wheels | Allowed | The following do not violate this MAP Policy, provided the advertised price remains at or above MAP: Free shipping |
How we record it: Record the price as displayed and note the shipping offer.
MSRP struck through beside a MAP-compliant price2 not allowed · 2 depends · 1 not addressed
The page: The page shows MSRP crossed out next to a price at MAP.
| Policy | Position | What it says |
|---|---|---|
| Baja Designs | Not allowed | struckthrough price (e.g. $1,000.00), leaving out the price altogether, or any other alteration to the price advertised. Dealers must not include statements or options related to Baja Designs®/sPOD® which may lead consumers to perceive the offer of prices below MSRP. |
| Pacbrake | Not allowed | A visible strikeout, deletion, or alteration of any price in any Internet and e- commerce advertising is strictly prohibited. |
| Motive Gear | Not addressed | Not named. |
| Pro Performance Wheels | Depends | Resellers may display PPW's Manufacturer's Suggested Retail Price (MSRP) alongside their own advertised price, regardless of any discount displayed, provided the advertised price is at or above MAP.Showing MSRP with a discount is allowed at or above MAP; strikethrough isn’t named. |
| TIS Wheels | Depends | Strike-through pricing, ‘call for price,’ ‘email for lowest price,’ ‘best offer,’ ‘add to cart to see price,’ or any phrasing implying a below-MAP price are prohibited to the extent a price below MAP is displayed prior to the Products being placed in a customer’s shopping cart. |
How we record it: Record the price that’s offered, not the struck one. Note the strikethrough for the policy.
“Call for price” instead of a price2 not allowed · 1 depends · 2 not addressed
The page: The listing shows no price and asks the buyer to call or email.
| Policy | Position | What it says |
|---|---|---|
| Baja Designs | Not allowed | Statements such as ‘call,’ ‘call for price,’ ‘email to get lowest price,’ … or similar statements should not be used. |
| Pacbrake | Not addressed | ‘Instant message me for pricing’“Call for price” isn’t named; “Instant message me for pricing” is on its prohibited list. |
| Motive Gear | Not addressed | The final prices that are charged to customers may be provided by email, telephone and product purchase confirmation webpagesNot named. It says final prices may be given by email or telephone. |
| Pro Performance Wheels | Not allowed | Phrases that signal below-MAP pricing: ‘Call for price,’ |
| TIS Wheels | Depends | ‘call for price,’ ‘email for lowest price,’ ‘best offer,’ ‘add to cart to see price,’ or any phrasing implying a below-MAP price are prohibited to the extent a price below MAP is displayed prior to the Products being placed in a customer’s shopping cart. |
How we record it: No advertised price to compare. Record the wording as a policy question.
A gift card or store credit with purchase1 not allowed · 3 depends · 1 not addressed
The page: The part shows MAP, and buying it earns a gift card or credit toward a later order.
| Policy | Position | What it says |
|---|---|---|
| Baja Designs | Not allowed | Offering a gift card or other form of product or service redeemable for value on a future purchase with the purchase of any product listed on Baja Designs®/sPOD® UMAP© Price Sheet … where the net effect is to reduce the advertised price |
| Pacbrake | Depends | Any promotional incentives should be applied to future store-wide purchases and designed not to discount Pacbrake product below the minimum advertised price |
| Motive Gear | Not addressed | Not named. |
| Pro Performance Wheels | Depends | Future-purchase store credit or rewards that don't reduce the present advertised PPW priceListed as compliant; bundling with gift cards below MAP is listed as a violation. |
| TIS Wheels | Depends | Non-TIS gift-with-purchase promotions free premiums tied directly to price reductionsGifts of other brands’ products are permitted; free premiums tied to price reductions are prohibited below MAP. |
How we record it: Record the displayed price and capture the offer. Whether it lowers the advertised price is a policy question.
In summary:
| Case | Not allowed | Allowed | Depends | Not addressed |
|---|---|---|---|---|
| “Add to cart to see price” on the listing | 3 | 0 | 1 | 1 |
| A lower price shown only in the cart | 0 | 1 | 2 | 2 |
| A coupon code beside a MAP price | 5 | 0 | 0 | 0 |
| A sitewide “10% off everything” banner | 0 | 0 | 2 | 3 |
| A bundle with another brand’s item | 3 | 1 | 0 | 1 |
| Free shipping on a MAP-priced part | 0 | 2 | 0 | 3 |
| MSRP struck through beside a MAP-compliant price | 2 | 0 | 2 | 1 |
| “Call for price” instead of a price | 2 | 0 | 1 | 2 |
| A gift card or store credit with purchase | 1 | 0 | 3 | 1 |
What do the policies agree on, and where do they split?
They agree on the obvious case and split on the rest.
- Agreement: a coupon or promotion that takes the advertised price below MAP. All five rule it out.
- Splits: cart prices, bundles, strikethroughs, “call for price” and gift cards. On each, at least one policy allows or conditions what another rules out.
- Silence: free shipping and sitewide banners. Most of the five don’t mention them at all, which leaves the dealer, and whoever reviews the listing, to guess.
If your own policy is silent on a case that keeps coming up in your channel, that’s a question for you and your counsel, not for the person reviewing the listing.
How should each case be recorded in monitoring?
The same way every time, whatever the policy says: record what the page displayed, and keep everything else as a note for the policy to decide.
| What the page shows | What’s recorded as the advertised price | What’s noted for the policy |
|---|---|---|
| A price on the product page | That price, exactly as shown | Any coupon, banner, strikethrough or offer beside it |
| No price, “add to cart” or “call for price” | Nothing: there’s no advertised price to compare | The wording, as a policy question |
| A lower price in the cart | The product page price | The cart price, captured separately |
| A bundle | The MAP row for the exact part or kit, never a guessed share of the bundle | The bundle price and its contents |
A comparison is made only with the displayed price and the MAP in effect that day. Everything in the right-hand column goes to the brand as a question, because, as the cases show, the answer depends on whose policy it is. The MAP pricing violations guide has worked examples of each, and the spot check guide shows how to record them yourself.
Questions your own policy should answer
Nine questions, one per case. Your policy’s wording is for you and your counsel; this list only shows where the gaps usually are.
- Is a message such as “add to cart to see price” advertising?
- Does a price shown only in the cart count as advertised?
- Does a coupon or promo code shown beside the price count?
- Do sitewide or storewide discounts apply to your parts, and must dealers exclude them?
- How are bundles priced against MAP, including bundles with other brands’ items?
- Are free shipping, installation or financing offers allowed?
- Can a dealer show MSRP struck through beside a MAP-compliant price?
- Is “call for price” or “email for price” allowed?
- Are gift cards, store credit or free items with purchase allowed?
The MAP pricing policy guide covers turning each answer into something a reviewer can check.
FAQ
Is a cart price “advertised”?
It depends on the policy. Motive Gear says its requirements “do not apply to pages or levels associated with an intent to purchase”. Pro Performance Wheels says a price shown only after adding to cart is “generally considered a sale price”. Of the other three, TIS Wheels conditions it and two don’t address it.
Why does a monitoring report show a price at MAP when the cart was lower?
Because the report records the advertised price, which is the one on the page. The cart price is noted separately, so the brand can apply its own policy to it.
Can I copy one of these policies?
They’re each brand’s own documents. Use them to see which questions a policy needs to answer, and have counsel write yours.
This is general information, not legal advice. MAP policies and their enforcement can raise antitrust issues; talk to qualified counsel about your policy.