About

Allied Merchants Coalition is a nonprofit organization that stands up for retailers and helps them fight against unfair and anticompetitive practices. We expose dishonest merchants and manufacturers who refuse to allow all merchants to compete on a level playing field.

We help close the information gap by carefully searching for MAP violations and warning merchants when they are in danger of wasting time and money on products because dishonest sellers and complicit manufacturers are undercutting their prices in violation of MAP agreements.

We believe the merchants and manufacturers should be strategic partners. We believe that merchants and manufacturers will both thrive in an environment of open and fair competition when dishonest sellers who aggressively violate MAP policies are exposed.

Our job is to make it easier for merchants to make an honest living. We stand up for our members against corrupt sellers and any manufacturers who refuse to equally enforce MAP policies.

We work with all kinds of merchants including ecommerce stores, brick and mortar stores, and pop-up stores. We stand up for honest merchants of everywhere.

Allied Merchants Coalition is Fighting for a Level Playing Field and Equal Pricing Rules

Allied Merchants Coalition Mission Statement

Allied Merchants Coalition fights to ensure equal price rules for all merchants. We seek to level the playing field so that merchants can fairly compete based on their ability to win market share and not based on a corrupt system that allows a select handful of sellers to advertise below the manufacturer’s Minimum Advertised Price (MAP), while forcing other sellers to comply with the MAP rules or face significant business and legal consequences. We work with honest sellers to create a fair marketplace and hold manufacturers responsible for dishonest practices.

Allied Merchants Coalition notifies merchants when it discovers that manufacturers are using backdoor deals to allow a select number of sellers to sell below the MAP without any consequences. This allows honest merchants to stop wasting resources on products they will never sell and to reinvest their time and money onto other brands and products.