What is Minimum Advertising Price (MAP)?

Many manufacturers prohibit advertising their product below the minimum price they themselves establish. This protects the margins of their retail dealers, especially in the face of the competition from the Internet.

For example, Glock, Sig Sauer, Beretta all have minimum advertising price policy in place.

Precise Shooter complies with MAP policies of its manufacturers. The prices marked as MAP on our web site as those minimum advertising prices. With very, very few exceptions (specifically, if the gun is exceptionally difficult to get), when the MAP exists, we would sell the product at this price.

MAP policy does not prohibit the dealers from selling guns for even less - only from advertising the lower prices.

In some cases we are able to sell the product for less than MAP, but we can't show the price on the web site. If the link to this page appears next to the price, this is one of these cases. You can call the store for the lower price.