Retailers like have a legal right to set your own prices independently, but manufacturers sometimes place restrictions on how those prices may be communicated to consumers. Because our price on this item is lower than the manufacturer's "Minimum Advertised Price", the manufacturer does not allow us to show you our price until you take further action, such as clicking the "Show Price" button to add the item to your cart at our price. This won't require you to purchase the product; you can easily remove it from your cart if you decide not to buy it. In a brick-and-mortar store, you would have to ask a salesperson what the price of the product is. At, by clicking on "Show Price" you are essentially asking to see the price, at which point we show it to you.

According to the United States Federal Trade Commission, MAP is a form of price-fixing and it is illegal for manufacturers to force retailers to advertise at a price they set. Policies that effectively eliminate the ability of retailers to sell at a discount are being closely examined by the FTC. Federal law prohibits manufacturers from dictating to retailers how products can be priced in advertisements. does not agree with MAP, but agrees to post this notice until MAP is no longer enforced by manufacturers.