MAP Policy for Wholesale Partners
Minimum Advertised Price Policy
This unilateral Policy sets the minimum price at which Essential Oxygen products may be advertised across every channel. It protects the margins of every partner in our network and keeps the playing field level. It does not restrict actual selling prices.
To Our Valued Partners
Including distributors, retailers, resellers, and e-commerce vendors selling Essential Oxygen products in the United States:
To preserve brand value, protect authorized sellers' margins, and ensure a level playing field, Essential Oxygen has established this unilateral MAP Policy (the "Policy"). This Policy does not restrict actual selling prices, it applies only to advertised prices. Sellers remain free to set their own final selling prices at their sole discretion.
Definitions
- Advertised Price
- The price at which a Covered Product is promoted or displayed to potential customers through any medium, including print advertisements, digital ads, websites, online marketplaces, email promotions, paid search advertisements, social media posts, and promotional materials.
- Authorized Seller
- Any distributor, retailer, reseller, or vendor that has purchased Covered Products through authorized distribution channels or directly from Essential Oxygen.
- Covered Products
- The products and SKUs listed in the MAP Schedule attached to this Policy, as updated from time to time.
- MAP (Minimum Advertised Price)
- The minimum price at which a Covered Product may be advertised, as specified in the MAP Schedule.
- MAP Violation
- Advertising a Covered Product at a Net Price below the applicable MAP without prior written authorization from Essential Oxygen.
- Net Price
- The final price displayed to consumers in advertisements after application of any visible discounts, promotions, or rebates, excluding shipping costs, taxes, and fees. This includes prices shown with percentage off promotions, for example "20% off" applied to the displayed price.
Covered Products
This Policy applies to all products and SKUs listed in the MAP Schedule ("Covered Products"). The MAP Schedule will be updated at the sole discretion of Essential Oxygen and distributed via email or vendor portal with version numbers and effective dates.
Notice period. Any modifications to the MAP Schedule will be effective 30 days after notification to Authorized Sellers, unless otherwise specified.
Minimum Advertised Price Requirements
The Minimum Advertised Price for each Covered Product is listed in the MAP Schedule. Authorized Sellers may not advertise Covered Products at a Net Price lower than the applicable MAP.
4.1 What Is Covered, and What Isn't
Subject to MAP
- Websites and landing pages
- Online marketplaces (Amazon, Walmart, etc.)
- Email marketing and newsletters
- Digital and print advertisements
- Social media posts and paid social ads
- Search engine marketing (Google Ads, etc.)
- In-store signage and circulars
- Comparison shopping engines
- Mobile applications
Excluded From MAP
- In-cart pricing shown only after an affirmative customer action, such as "add to cart to see price"
- Checkout pricing visible only after the customer has initiated the purchase process
- Actual selling prices charged at point of sale, as long as they are not advertised
- Trade or wholesale prices to qualified business customers in B2B transactions
4.3 Special Situations
Product bundles. When a Covered Product is sold as part of a bundle, the effective per-unit advertised price of the Covered Product within the bundle must not be below MAP.
Promotional offers. The following promotional structures are subject to MAP:
- Percentage-off discounts, for example "20% off" must still result in a price at or above MAP
- Buy-one-get-one offers, where the allocated value per unit must meet or exceed MAP
- Multi-buy discounts, for example "Buy 3, save $10" must result in a per-unit price at or above MAP
- Publicly advertised coupon codes (private, targeted codes sent to specific customers are excluded)
Dynamic pricing. Sellers using automated pricing algorithms remain responsible for ensuring all advertised prices comply with MAP.
Third-party sellers on marketplaces. Account holders on marketplaces such as Amazon and Walmart are responsible for ensuring that all sellers under their account comply with this Policy. Essential Oxygen may monitor all listings, regardless of seller structure.
Policy Administration
5.1 Unilateral Nature
This Policy is unilateral and non-negotiable. It does not constitute an agreement, does not require any seller's consent, and may be adopted, modified, or terminated by Essential Oxygen at any time at its sole discretion. Nothing in this Policy obligates Essential Oxygen to do business with any seller.
5.2 Monitoring and Enforcement
Essential Oxygen reserves the right to monitor advertised prices through manual review, automated monitoring tools, and third-party services. Upon detection of a suspected MAP Violation, Essential Oxygen will document the violation with screenshots, archived web pages, or other appropriate evidence.
5.3 Violation Determination
Essential Oxygen will determine, in its sole discretion, whether a MAP Violation has occurred based on available evidence.
5.4 Enforcement Steps
The sequence below is typical, but Essential Oxygen reserves the right to take any action it deems appropriate, including more severe consequences for egregious or repeated violations, or leniency for minor infractions based on the circumstances.
First Violation
- Written notice by email, describing the violation with supporting documentation
- 48-hour cure period to bring advertised pricing into compliance
- Seller must confirm the correction in writing
Second Violation
- Written notice of violation
- Temporary suspension of shipments for 30 days
- Seller must submit a written plan to prevent future violations
Third Violation
- Possible termination of the direct business relationship
- Essential Oxygen may decline to accept future orders
5.5 Appeal and Dispute Process
Sellers who believe a violation notice was issued in error may submit a written appeal within 5 business days of receiving notice. Appeals must include an explanation of why the alleged violation is incorrect, supporting documentation such as screenshots and date and time stamps, and contact information for follow-up. Essential Oxygen will review appeals and respond within 10 business days. All decisions are final and at Essential Oxygen's sole discretion.
Exemptions
The following situations are exempt from MAP requirements.
6.1 Pre-Approved Promotions
Promotional events approved in writing by Essential Oxygen are exempt for the approved timeframe only. Requests must be submitted at least 14 days in advance to our Wholesale Team.
6.2 Discontinued Products
Products officially discontinued by Essential Oxygen and marked as such in writing may be advertised below MAP for clearance purposes.
6.3 Damaged or Returned Goods
Products that are damaged, returned, refurbished, or otherwise not in new condition may be advertised below MAP, provided the condition is clearly disclosed in the advertisement.
6.4 Going Out of Business
Sellers with documented proof of permanent business closure may be granted an exemption for final inventory liquidation upon written request and approval.
Policy Modifications
Essential Oxygen reserves the right to modify, suspend, or terminate this Policy at any time. Modifications will be communicated via email or through the vendor portal and will become effective 30 days after notification, unless a different effective date is specified.
Continued sale of Covered Products after the effective date of any modification constitutes acceptance of the modified Policy terms.
No Price Fixing
This Policy establishes minimum advertised prices only. It does not:
- Restrict the actual prices at which products may be sold
- Require any agreement or consent from sellers
- Establish maximum prices
- Require sellers to maintain any particular profit margin
Sellers are free to set their own final selling prices and to compete on price, service, and other factors.
Questions and Contact Information
Any questions about this Policy may be directed to our Wholesale Team.
No Essential Oxygen employee or representative is authorized to negotiate, modify, or grant exceptions to this Policy orally. All approvals and exemptions must be in writing.
Acknowledgment
This Policy does not require seller acknowledgment or signature. However, continued participation in the sale of Essential Oxygen products constitutes understanding of, and agreement to comply with, this unilateral Policy.
Appendix A: MAP Pricing
Schedule dated November 15, 2025
| MFG Order # | UPC # | Description | Unit Size | SRP | MAP Pricing |
|---|---|---|---|---|---|
| Brushing Rinse Mouthwash | |||||
| BR32 P | 8-57584-00508-8 | BR Mouthwash, OG, Peppermint | 32 oz | $25.74 | $23.16 |
| BR32 C | 8-57584-00519-4 | BR Mouthwash, OG, Cinnamint | 32 oz | $25.74 | $23.16 |
| BR32 W | 8-57584-00520-0 | BR Mouthwash, OG, Wintergreen | 32 oz | $25.74 | $23.16 |
| BR16 P | 8-57584-00500-2 | BR Mouthwash, OG, Peppermint | 16 oz | $15.75 | $14.17 |
| BR16 C | 8-57584-00521-7 | BR Mouthwash, OG, Cinnamint | 16 oz | $15.75 | $14.17 |
| BR16 W | 8-57584-00523-1 | BR Mouthwash, OG, Wintergreen | 16 oz | $15.75 | $14.17 |
| BR03 P | 8-57584-00504-0 | BR Mouthwash, OG, Peppermint | 3 oz | $6.61 | $5.94 |
| BR03 C | 8-57584-00524-8 | BR Mouthwash, OG, Cinnamint | 3 oz | $6.61 | $5.94 |
| BR03 W | 8-57584-00525-5 | BR Mouthwash, OG, Wintergreen | 3 oz | $6.61 | $5.94 |
| Toothpaste & Tooth Polish | |||||
| PA04 P | 8-57584-00510-1 | BR Toothpaste, OG, Peppermint | 4 oz | $10.50 | $9.45 |
| PA04 C | 8-57584-00516-3 | BR Toothpaste, OG, Cinnamint | 4 oz | $10.50 | $9.45 |
| PA04 W | 8-57584-00517-0 | BR Toothpaste, OG, Wintergreen | 4 oz | $10.50 | $9.45 |
| PO02 P | 8-57584-00511-8 | BR Tooth Polish, Peppermint | 2 oz | $12.99 | $11.69 |
| Food Grade Hydrogen Peroxide | |||||
| HP32 3% | 8-57584-00505-7 | Hydrogen Peroxide, FD Grade 3% | 32 oz | $18.91 | $17.01 |
| HP16 3% | 7-93573-52750-9 | Hydrogen Peroxide, FD Grade 3% | 16 oz | $11.87 | $10.68 |
| HP08 3% | 7-93573-52749-3 | Hydrogen Peroxide, FD Grade 3%, Spray | 8 oz | $9.45 | $8.50 |
MAP Schedule is updated at Essential Oxygen's sole discretion. Modifications take effect 30 days after notification to Authorized Sellers unless otherwise specified. Contact wholesale@essentialoxygen.com with questions about a specific SKU.