Dealer Minimum Advertised Price Policy

Effective: November 8, 2022

Axon Enterprise, Inc. (“TASER”) has worked hard to ensure that all dealers, distributors and resellers (collectively “resellers”) provide end consumers of TASER® brand products with the kind of advice, service, knowledge, and support necessary to maintain the high level of customer satisfaction TASER has developed over the years. Certain types of advertising can affect our goodwill and damage the standards and reputation that TASER products have achieved. Therefore, TASER has adopted this Minimum Advertised Pricing (MAP) policy to ensure the maintenance of its reputation with consumers for high quality, effective products, as well as, its ability to support the promotional efforts of its resellers.

Policy Coverage

This MAP policy applies to all resellers of TASER brand products who are selling, either online or in brick and mortar retail outlets, to consumers. A reseller’s choice to sell any TASER brand product constitutes acceptance of this policy in full, without confirmation, written or verbal, by the reseller of their acceptance. This MAP policy is not a contract or agreement, and TASER does not seek nor will it solicit or accept any reseller’s agreement with our policy; nor will TASER discuss your pricing, the pricing of others, or this MAP policy beyond its terms. This MAP policy is unilateral policy upon which TASER is willing to market its products.

This policy applies to all TASER brand products. This policy applies to list or advertised prices, and not the prices at which TASER brand products are actually sold by resellers. Resellers remain free to sell these products at any prices they choose.

Advertising includes, but is not limited to: search engine advertising, email marketing, online display advertising, social media marketing, search engine optimization (including page titles and descriptions), shopping feed and comparison shopping engine advertising, affiliate marketing, print advertising, billboards, radio advertising, TV advertising, cataloging, direct mail marketing, and couponing.

Minimum Advertised Prices (MAP)

We are writing to clarify some confusion regarding our MAP for our Electrical Weapons (EWs). Our MAP policy has always been to keep MAP prices the same as our Manufacturer’s Suggested Retail Price (MSRP). This creates consistency for the customer, and maintains equal standards among all TASER dealers. For your convenience, here are the current MAP and MSRP numbers for our EW Consumer line: