Effective Date: October 15, 2026 Version: 1.0 Applies to: All brand owners whose brands are registered in the Brand Registry and whose Products are offered through the Platform.
Article 1: Introduction and Scope
1.1 This document governs pricing integrity for branded Products on the Platform: the truthfulness of reference prices, the consistency of a price across search, listing, and checkout, the statement of promotion terms, and the prohibition on coordinated pricing. It states the standards the Company applies, the Brand's rights and duties in respect of those standards, and the Company's duties to the Brand.
1.2 The advertised price floor for a brand that maintains a minimum advertised price schedule is governed by the Minimum Advertised Price (MAP) Policy (Minimum Advertised Price (MAP) Policy). This document governs the pricing conduct that remains after the floor is satisfied: a price may comply with a minimum advertised price and remain deceptive. Where conduct violates both documents, the Company shall address the minimum advertised price violation under the Minimum Advertised Price (MAP) Policy (Minimum Advertised Price (MAP) Policy) first and the violation under this document in addition, as applicable.
1.3 The duties of a Seller in respect of pricing are governed by the Seller Pricing Policy. This document does not restate a Seller's duties; it states the tests the Company applies when a pricing complaint is made or a pricing violation is suspected, and the Brand's part in that process.
1.4 If a provision of this document conflicts with the Terms of Use, this document controls for the subject it governs. If a provision of this document conflicts with the terms of a program in which the Brand participates, the program terms control for that program. Policies and help pages explain this document; they do not amend it, and in any conflict this document prevails.
Article 2: Definitions
2.1 Account: the account a person or business establishes with the Company to use the Platform.
2.2 Bait Pricing: advertising a Product at a price that is not honored at checkout, or at a price available only under conditions that the advertisement does not disclose.
2.3 Brand: a brand owner: a person or business that owns or controls a brand registered in the Brand Registry.
2.4 Buyer: a person who purchases Products or Services through the Platform.
2.5 Company: All About Pawz, LLC, a Tennessee limited liability company.
2.6 Platform: the websites, applications, and services the Company operates under the name All About Pawz, including aapawz.com.
2.7 Price Manipulation: coordinated or artificial price movements intended to distort a brand's price position, search rankings, or the ordering of offers for a Product.
2.8 Products: goods offered for sale through the Platform.
2.9 Reference Price: a price displayed alongside a selling price to indicate a former, list, or comparison price, including a price introduced by "was," "list," or "compare at."
2.10 Reference Price Abuse: the display of a false or inflated Reference Price to exaggerate the size of a discount.
2.11 Seller: a person or business the Company has accepted to offer Products or Services through the Platform.
2.12 Services: services offered through the Platform, including grooming, veterinary, pharmacy, and fulfillment services, as applicable.
2.13 Suggested Retail Price: the manufacturer's or Brand's published suggested retail price for a Product, as recorded in a schedule the Brand supplies under Article 5.
Article 3: The Reference Price Test
3.1 A Reference Price is a statement of fact. A Reference Price displayed for a Product is substantiated only where: (a) the Product actually sold at that price through the Platform within the ninety (90) days before the display; or (b) the Reference Price is the Brand's published Suggested Retail Price for the Product. A Reference Price that satisfies neither limb is a false Reference Price.
3.2 The Company's order history is the evidence for clause 3.1(a). The Company shall determine a dispute about a former selling price from its own records of completed Orders, and a party's recollection or external price list does not displace those records for sales through the Platform.
3.3 The Brand shall ensure that a Suggested Retail Price the Brand supplies is a price the Brand publishes generally for the Product and not a figure created for display on the Platform. A Brand that supplies an inflated Suggested Retail Price to substantiate Reference Prices commits a violation of this document under Article 8.
3.4 The Company shall, on a substantiated complaint by the Brand or on its own review, require the party displaying a false Reference Price to remove the Reference Price or to substantiate it under clause 3.1. A Reference Price that is not substantiated shall be removed.
Article 4: Price Consistency and Promotion Terms
4.1 The price displayed for a Product in search results, on the Product's listing, and at checkout shall be the same price, except for: (a) a checkout-only mechanism permitted under the Minimum Advertised Price (MAP) Policy (Minimum Advertised Price (MAP) Policy); and (b) a promotion applied by the Company and disclosed at checkout. A difference between the displayed price and the checkout price that falls outside clauses (a) and (b) is Bait Pricing.
4.2 Conditions that affect the price a Buyer pays: a required additional purchase, a membership condition, a quantity condition: shall be disclosed in the display that states the price. A price available only under an undisclosed condition is Bait Pricing regardless of the price charged at checkout.
4.3 A promotion shall state: (a) the promotional price; (b) the regular price to which the promotional price is compared; (c) the start date and the end date of the promotion; and (d) every condition of the promotion. A display that presents a price as a limited-time reduction without an end date presents the regular price as a promotion and is Reference Price Abuse.
4.4 The Brand shall comply with Articles 3 and 4 in every price display the Brand controls, including displays in a Brand Store under the Brand Store Policy and in advertising under the Brand Advertising Policy. The Company applies the same tests to a display by the Brand as to a display by a Seller.
Article 5: Brand Pricing Programs
5.1 The Brand may publish a Suggested Retail Price schedule through the Brand Portal. A Suggested Retail Price is advisory. It supplies a lawful Reference Price under clause 3.1(b) and information for Buyers; it does not fix, and the Company shall not enforce it as, a minimum or exact selling price.
5.2 The Brand shall not use a Suggested Retail Price schedule, an authorization, or a complaint under the brand program to require a Seller to maintain a resale price. A request that the Company enforce a resale price is refused, and repeated requests of that kind are program abuse under the Unauthorized Seller Enforcement Policy.
5.3 The Brand may fund a promotion that reduces the price a Buyer pays. Where the Brand funds a promotion: (a) the funding amount and the promotion period shall be recorded in the promotion record before the promotion begins; (b) the Seller's advertised price remains the measure of the Seller's compliance with a minimum advertised price schedule; and (c) the funded amount is settled between the Brand and the Company in accordance with the governing agreement between them. The Brand shall not fund a promotion on terms that require a Seller to alter the Seller's advertised price.
5.4 The Brand shall keep each Suggested Retail Price schedule the Brand supplies, and each promotion funding record, for three (3) years, and shall produce those records in an investigation under Article 8.
Article 6: Coordinated Pricing and Price Manipulation
6.1 Price Manipulation is prohibited. Conduct that evidences Price Manipulation includes: (a) an agreement or understanding among Sellers to fix a price, whether high or low; (b) an arrangement among Sellers to rotate the lowest-priced offer for a Product; and (c) artificial price movements made to distort search rankings or offer ordering rather than to compete for a sale.
6.2 Competitive pricing, including a decision to match or to undercut another offer, is not Price Manipulation. The distinction is coordination and artificiality: a price set independently to win a sale is competition; a price set by agreement or by artifice to distort the pricing signal is manipulation.
6.3 The Brand shall not coordinate pricing with a Seller or among Sellers, and shall not supply pricing information to a Seller for the purpose of coordination. Evidence that the Brand participated in coordination is a violation of this document, and evidence of coordination among Sellers is referred by the Company for review as fraud under the governing Seller documents.
6.4 The Company may review price history, promotion records, and complaint records to detect Price Manipulation. A screening result or a price anomaly is a ground for investigation; it is not, without more, a finding.
Article 7: Complaints and Company Review
7.1 The Brand may report a pricing violation through the complaint procedure in the Brand Complaint and Takedown Policy, identifying the specific listings, the display complained of, and the evidence relied on. The Company shall decide a pricing complaint under that procedure and shall state the test in Article 3 or Article 4 on which the decision rests.
7.2 The Company shall notify the Brand of the outcome of a complaint the Brand filed. A complaint that reports lawful pricing: including a price at or above an applicable minimum advertised price that the Brand considers too low: shall be rejected, and the rejection is recorded for the purposes of the Brand's complaint accuracy under the Brand Portal Terms.
7.3 The Company maintains price-history and anomaly review of branded listings as part of its catalog operations. A Buyer report of a deceptive price is reviewed under the same tests as a Brand complaint.
Article 8: Fees
8.1 A fee is payable under this document only if the fee is stated in the Brand Program Fees Policy. No other charge of any kind is payable, and the Company shall not impose a fee that that document does not state. Promotion funding under clause 5.3 is not a fee; the funded amount is settled as clause 5.3(c) provides.
Article 9: Liability
9.1 Exclusion of certain damages. To the fullest extent permitted by law, neither party is liable to the other for indirect, incidental, special, punitive, or consequential damages, or for lost profits, lost revenue, or loss of goodwill, arising out of or relating to this document, even if the party has been advised of the possibility of those damages.
9.2 Cap. To the fullest extent permitted by law, the Company's total liability arising out of or relating to this document shall not exceed the greater of (a) the amounts the Brand paid to the Company under this document in the twelve months before the event giving rise to the claim, or (b) one hundred dollars ($100).
9.3 Carve-outs. This Article does not limit (a) a party's indemnification obligations under this document; (b) liability for fraud or willful misconduct; (c) amounts the Brand owes for Orders, fees, chargebacks, or refunds under this document; or (d) liability that cannot be limited under applicable law.
9.4 Essential purpose. The parties agree that this Article allocates risk between them, that it is an essential part of the basis of their bargain, and that it applies even if a limited remedy fails of its essential purpose.
Article 10: Indemnification
10.1 Duty. The Brand shall indemnify, defend, and hold harmless the Company and its members, managers, employees, and agents from and against every claim, demand, action, loss, liability, judgment, settlement, cost, and expense (including reasonable attorneys' fees) arising out of or relating to: (a) the Brand's breach of this document; (b) the Brand's Products, listings, price displays, or content supplied by the Brand, including a Suggested Retail Price the Brand supplied and a promotion the Brand funded; (c) the Brand's violation of any law or of the rights of any person, including a claim arising from pricing coordination in which the Brand participated; and (d) taxes for which the Brand is responsible under this document.
10.2 Procedure. The Company shall give prompt written notice of a claim under this Article. The Brand shall control the defense with counsel reasonably acceptable to the Company. The Company may participate in the defense at its own expense. The Brand shall not settle a claim in a manner that imposes any obligation or restriction on the Company, or that does not release the Company fully, without the Company's prior written consent.
10.3 Survival. This Article survives the termination of this document.
Article 11: Enforcement and Appeals
11.1 Investigation. The Company may investigate any suspected violation of this document. The Brand shall cooperate with an investigation and shall produce the records this document requires the Brand to keep.
11.2 Notice. If the Company determines that the Brand has violated this document, the Company shall give written notice stating the provision violated and the facts relied on, except where notice would compromise an investigation of fraud, a safety risk, or a legal obligation.
11.3 Opportunity to cure. Where a violation is capable of cure, the Brand has ten (10) business days from notice to cure it and to confirm the cure in writing. No cure period applies to fraud, counterfeiting, a risk to the safety of a person or an animal, unlawful conduct, or a violation that by its nature cannot be cured. A first inadvertent pricing violation by any party is addressed in the first instance by notice and an opportunity to cure; a pattern of false Reference Prices across multiple Products evidences intent and is not treated as inadvertent.
11.4 Measures. If a violation is established and is not cured within the period allowed, the Company may, proportionate to the violation: (a) issue a written warning; (b) remove or suppress a listing or content, including a price display; (c) cancel an Order or a booking; (d) suspend the Account or a program participation, in whole or in part; (e) terminate this document and the Account; and (f) exercise any other right or remedy available under this document or at law.
11.5 Appeal. The Brand may appeal a measure under this Article by written notice to legal@aapawz.com within thirty (30) days of the measure, stating the grounds and attaching the records relied on. The appeal is decided by a person who did not make the original decision. The Company's decision on appeal is final. A measure remains in effect during an appeal unless the Company directs otherwise in writing.
11.6 No waiver by delay. The Company's delay in acting on a violation is not a waiver of the violation or of any later violation of the same kind.
Article 12: Term and Termination
12.1 Term. This document takes effect when the Brand registers a brand in the Brand Registry and continues until terminated under this Article.
12.2 Termination by the Company. The Company may terminate this document and the Account on thirty (30) days' written notice for any reason, and immediately on written notice if the Brand materially breaches this document, engages in fraud, or becomes ineligible to participate.
12.3 Termination by the Brand. The Brand may terminate this document on thirty (30) days' written notice to support@aapawz.com, provided the Brand has no complaint, promotion, or investigation outstanding.
12.4 Effect of termination. On termination: (a) the rights granted under this document end; (b) obligations that arose before termination: including payment, record-keeping, and indemnification obligations: survive until satisfied; and (c) the Company shall disburse amounts owed, less amounts the Company may set off under this document, within thirty (30) days, except amounts held in connection with an open investigation or dispute.
12.5 Survival. The Definitions, Fees (for accrued amounts), Liability, Indemnification, Enforcement and Appeals (for measures taken before termination), Dispute Resolution, and General Provisions Articles survive termination.
Article 13: Dispute Resolution
13.1 Any dispute arising out of or relating to this document, or to the relationship it governs, is governed by the Dispute Resolution Policy, which is incorporated into this document by reference.
Article 14: General Provisions
14.1 Amendments. The Company may amend this document by posting the amended document in the Document Center and giving notice to the Brand at the email address in the Account. An amendment that materially increases the Brand's fees or obligations takes effect thirty (30) days after notice; other amendments take effect on posting. Continued use of the Platform after the effective date of an amendment is acceptance of it. If the Brand does not accept an amendment, the Brand's remedy is to terminate under Article 12 before the amendment takes effect.
14.2 Notices. (a) Legal notices under this document shall be sent to legal@aapawz.com. Operational notices and all other communications shall be sent to support@aapawz.com. A notice to the Company is effective when the Company acknowledges receipt or, for email, one business day after sending, whichever is earlier. (b) Notices to the Brand are effective when sent to the email address in the Account or posted to the Account's notice facility in the portal, whichever occurs first. The Brand shall keep the email address in the Account current. (c) DMCA notices are given as provided in the DMCA and Copyright Policy, to the designated agent at legal@aapawz.com.
14.3 Governing law. This document is governed by the laws of the State of Tennessee, without regard to its conflict-of-laws rules. Subject to the Dispute Resolution Policy, any proceeding arising out of this document shall be brought in the state or federal courts located in Shelby County, Tennessee, and the parties consent to personal jurisdiction there.
14.4 Severability. If any provision of this document is held unenforceable, the provision shall be enforced to the fullest extent permitted, and the remaining provisions continue in full effect.
14.5 No third-party beneficiaries. This document is for the benefit of the Company and the Brand only and confers no rights on any other person, except as Article 10 provides for the Company's members, managers, employees, and agents.
14.6 Entire agreement. This document, together with the documents it incorporates by reference, is the entire agreement between the Company and the Brand for the subject it governs and supersedes every prior or contemporaneous statement, communication, or agreement on that subject, whether written or oral.
14.7 Assignment. The Brand shall not assign this document or any right or obligation under it without the Company's prior written consent, and an assignment without consent is void. The Company may assign this document to an affiliate or in connection with a sale of all or part of its business, on notice to the Brand.
14.8 Waiver. A waiver of any provision of this document is effective only in writing and only for the instance stated. No waiver is a waiver of any other provision or instance.
14.9 Interpretation. Headings are for convenience only. "Including" means "including without limitation." This document shall not be construed against a party as its drafter. The English-language text controls over any translation.
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