Last Updated: 4 October 2026
Fury Hot Sauce ("Fury") has adopted this Minimum Advertised Price Policy ("MAP Policy") to protect the value of the Fury brand, support retail partners who invest in selling and promoting Fury products, and keep the shopping experience consistent for customers.
This MAP Policy is a unilateral policy of Fury. It is not an agreement, and Fury does not ask for or accept any Reseller's agreement to it. Fury will decide on its own whether to continue supplying any Reseller that does not follow it.
This MAP Policy applies to all Resellers of Fury products, including existing wholesale accounts and retail partners approved before the date above.
In Plain English
Any price you advertise (website, social, email, ads, flyers) must be at or above the retail price shown on furyhotsauce.com.
The price you actually charge is your choice. In store, at the register, or at checkout, you can sell for whatever you want.
Advertising above our price is always fine.
Example: if a bottle is listed at a given price on furyhotsauce.com, you can't post or list it online for less. You can still sell it for less at your counter.
1. What MAP Means
The Minimum Advertised Price ("MAP") for each Fury product is Fury's current Manufacturer's Suggested Retail Price ("MSRP"), as listed:
on furyhotsauce.com, or
in the current price list Fury provides to authorized wholesale accounts.
MSRP may change from time to time. When it does, the new MAP applies from the date Fury publishes or sends the updated pricing, unless Fury states a later date.
2. What This Policy Covers
This MAP Policy applies only to advertised prices. This includes prices shown:
on Reseller websites, product pages, and online stores
in email, SMS, and newsletters
on social media posts, stories, and paid or organic ads
in flyers, circulars, and printed or digital promotions
in price comparison, shopping feeds, and search listings
Showing a price below MAP and then using phrases such as "add to cart to see price," "call for price," or automatic discounts that display below MAP before checkout is treated as advertising below MAP.
3. What This Policy Does Not Cover
Resellers remain free to set their own selling prices. This policy does not restrict:
the actual price charged in a Reseller's physical store
prices shown on in-store shelf tags and signage
prices given privately to a customer in person, by phone, or by direct reply
the final price shown in a customer's cart or at checkout
4. Allowed Promotions
The following are not violations of this policy:
Promotions that Fury announces in writing to its retail partners, during the dates Fury sets
Store-wide discounts that apply to all or most products in a Reseller's store and do not name or feature Fury
Loyalty points, free shipping, and gift-with-purchase offers that do not reduce the advertised price of a Fury product
Saying "see our in-store price" or "contact us for pricing" without showing a below-MAP price
5. Bundles
Fury products may be advertised in bundles or gift sets only if the advertised bundle price is not lower than the combined MAP of the Fury products in it, plus the regular price of any other items included.
6. Discontinued and Damaged Product
Fury may, in writing, exempt discontinued flavours or approved clearance stock from this policy. Damaged, expired, or altered product may not be sold or advertised at all under the Authorized Online Seller Policy.
7. Monitoring and Enforcement
Fury monitors advertised prices. If Fury finds an advertised price below MAP, Fury may, at its sole discretion and without further notice:
ask the Reseller to correct the advertisement
pause or end supply of some or all Fury products
remove the Reseller from the authorized online seller program
stop accepting new wholesale orders
Fury does not need to give warnings before acting, and acting in one case does not prevent Fury from acting differently in another. Fury employees and representatives are not authorized to make exceptions to this policy or discuss its terms with Resellers in a way that changes them.
8. Related Policies
This MAP Policy works alongside the Authorized Online Seller Policy. If the two conflict, the stricter rule applies.
9. Changes
Fury may change, suspend, or end this MAP Policy at any time. The current version is always posted on this page.
Questions
Questions regarding this policy may be directed to:
hey@furyhotsauce.com