Seller has determined that in order to better compete against existing manufacturers and to properly position Seller’s products in the market, it must exercise a greater degree of control over the distribution of Seller’s products. The Athlon Optics Minimum Advertised Price (MAP) reflects Athlon Optics policy to allow Athlon Optics and all its authorized dealers to maintain the value and worth of our products. Both Athlon Optics and its dealers work hard to develop, market, distribute, and service products that represent excellent value for its customers. A meaningful MAP policy also maintains well-deserved margins for all dealers of Athlon Optics products.   Therefore, all sales of Seller’s products will be subject to this MAP. This MAP has been unilaterally adopted and will be enforced strictly and uniformly and does not seek the agreement from any Buyer to the MAP policy.

 Although Buyers remain free to establish their own resale prices, Seller will, without assuming any liability, cancel all orders and will indefinitely refuse to accept any new orders from any Buyer immediately following Seller’s verification to its satisfaction that such Buyer has advertised, offered, or sold any of Seller’s products price less than the minimum retail price established and announced by Seller from time to time (the “Floor Price”).

 This MAP applies to all of Seller’s goods. It may be modified at any time by Seller, and the Floor Price may be affected by promotions announced by Seller or may change during promotional periods designated by Seller.

 The Floor Price effective as of the delivery of this policy is as set forth in the most recent Dealer Price List.

 Seller will not discuss any conditions of acceptance related to this Policy, as it is non-negotiable and will not be altered for any Buyer. In addition, Seller neither solicits, nor will it accept, any assurance of compliance with this Policy. Nothing in this Policy shall constitute an agreement between Seller and any Buyer.

 Seller’s sales personnel have no authority to modify or grant exceptions to this MAP. All questions regarding the interpretation of this MAP must be directed to Trent Keller at trent@athlonoptics.com.

 Please carefully read through Sellers MAP policy to ensure your business is 100% compliant. 

 •             For the purposes of this agreement, advertisement shall refer to any presentation, offer, or solicitation for the purposes of sale of Athlon  Optics product. This shall include—but not be limited to—price lists, newspaper and magazine ads, catalogs, flyers, direct mail, signs, billboards, banners, festival events, shows, conventions and user groups. This also includes any and all forms of electronic advertising: radio, TV, facsimiles, websites, and e-mail newsletters.

 •             Buyer must:

·         Display the price on all product and sort pages,

·         Display a price at or above the current MAP set forth ,

·         Display a “Buy Now” or other firm price if selling on any auction site, including without limit EBAY® or Gunbroker.com®, and

·         Sell only to a consumer or end-user unless authorized by Seller in writing.

•             Buyer must not:

·         Sell on any third-party website, including without limit any auction site, ,

·         Use a reserve price or best offer price if selling on any auction site, including without limit EBAY® or Gunbroker.com®,

·         Offer any “added value” items or promotions,

·         Ship products to other retailers or resellers, 

·         Mention a lower price or discounted price,

·         State “Call for Price” or “Call for Lower Price,” or any other similar language,

·         Advertise “Add to Cart” for lower price, or other similar language, ,

·         Offer any coupons for Seller’s products, including without limit Athlon Optics products, , or

·         Ship any products outside of the United States, if the Buyer is a United States based Buyer.