Product Advertising API
Developer Guide (API Version 2011-08-01)
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Minimum Advertised Price

Some manufacturers have a minimum advertised price (MAP) that can be displayed on Amazon's retail website. When the Amazon price is lower than the MAP, the manufacturer does not allow the price to be shown until the customer takes further action, such as placing the item in their shopping cart, or in some cases, proceeding to the final checkout stage.

When performing an ItemSearch or ItemLookup operation in these cases, the string "Too Low to Display" is returned instead of the actual price. Customers need to go to Amazon to see the price on the retail website, but won't be required to purchase the product.