This is because of something called Minimum Advertised Price, or MAP. MAP is an agreement between a reseller (such as PURE) and a vendor or manufacturer, wherein the reseller agrees to advertise products only at a certain price - even if you can actually buy the product for less! As a reseller, it's beneficial for us to adhere to MAP, because then we get a favored status with vendors that includes better and faster access to new products and information.

As a customer, we understand that MAP pricing can be confusing. But we've tried to simplify the process as much as possible. If you add any item to your shopping cart, the price you see in the shopping cart will always be the absolute best price we can give you on that item. You're under no obligation to buy any item in your shopping cart just click the "remove" button at any time and it's gone. We'll continually try to find the best ways to get the best prices to you in the most straightforward way possible.

Pricematch Policy