The Canon Price List is a sea of red: a strict Minimum Advertised Price, or MAP, has been enforced on almost all bodies and lenses. It appears to be so strict that stores aren’t even allowed to use the old “add to cart” trick. Not a single store is less than full MAP, even in-cart or at checkout. This is exactly as we warned last week.
Again, MAP does not prevent a retailer from selling below the advertised price, but in our experience it does result in higher prices because stores are not actively competing against one another. We are waiting to see how this will play out, but so far, the strict adherence to this new policy is ominous.
Again if you’re interested in a specific item be sure to sign-up for a notification at a price that you’re interested in, we will continue to find ways to share the current price trends across the Canon market.