EFFECTIVE DATE: 01/01/2025

Swampfox Optics Inc. DBA Swampfox Tactical Optics (“Swampfox”) recognizes that its high-quality resellers invest time and resources to deliver an extraordinary customer experience through knowledgeable staff and compelling vendor presentation. To support its resellers’ efforts, Swampfox wishes to establish policies that allow resellers to earn the profits necessary to maintain the high level of customer excellence people have come to expect from Swampfox resellers.

In order to successfully compete in the marketplace and to maintain its premium brand image, Swampfox has announced this Unilateral Minimum Advertised Price (“MAP”) Policy. Hereafter, all sales from Swampfox resellers to end-users of products set forth in Swampfox’s current Price List (the “Product(s)”) inside the United States shall be subject to this MAP Policy.

Swampfox Products covered and their coordinating minimum advertised prices are set forth in the current Price List and shall be delivered or otherwise made available by Swampfox to the reseller. Swampfox reserves the right from time to time to alter, modify, suspend, or cancel this MAP Policy, the Products covered, and/or the minimum advertised prices.

This MAP Policy does not restrict a reseller’s right to establish independent advertised and/or resale prices of Swampfox Products. Swampfox reserves the right to determine whether a reseller has advertised Swampfox’s Products at a net advertised price less than the minimum advertised price established in this MAP Policy. Upon such determination, Swampfox may, without assuming any liability, cancel all orders and may indefinitely refuse to accept new orders from the reseller. In addition, Swampfox may take any other actions, including withholding any market development funds, co-op funds, or any other dealer benefits or privileges. Please note that following the actions of another reseller is not an exception to this MAP Policy and will be considered non-acquiescence.

This MAP Policy has been unilaterally adopted by Swampfox. Swampfox neither solicits nor will it accept assurances by any reseller of acquiescence with this MAP Policy. Nothing in this MAP Policy shall constitute an agreement between Swampfox and any reseller of compliance with this MAP Policy. The reseller within its own discretion can choose to acquiesce or not acquiesce with this MAP Policy. Swampfox will not discuss conditions of acceptance related to this MAP Policy. This MAP Policy is non-negotiable and will not be altered, modified, or amended for any
reseller.

The following are actions that constitute acquiescence with Swampfox’s MAP Policy:

• The offer of free shipping or financing on Product(s)

• The offer of a gift card redeemable for value on a future purchase with the purchase of Product(s)

• Swampfox, from time to time within its sole discretion, may announce promotional prices and bundles of Product(s)


The following are actions that do not constitute acquiescence with Swampfox’s MAP Policy:

• Advertising that: i) states things such as “see price in cart,” “click to see price,” “add to cart for best price,” or “call for price”; ii) lists a price that is struck through; iii) does not list a price, or iv) contains any language or graphic representation that implies, or from which the end-user can infer, that the end-user may click through to the cart to see a price lower than the MAP Price

• The issuance of non-Swampfox announced rebates (in any form, including coupon codes) on Product(s)

• Combining a Product with any other Product for a combined price lower than the combined price of what the two (2) products could be advertised independent of each other

Swampfox’s sales personnel have no authority to modify or grant exceptions to this MAP Policy. All questions regarding interpretation of this MAP Policy should be directed to the MAP Policy Committee at dealers@swampfoxoptics.com.