Retailers like Amazon have the legal right to set their own prices independently, but some manufacturers place restrictions on how those prices may be communicated. Because the price on an item is lower than the manufacturer’s “minimum advertised price,” the manufacturer does not allow us to show you our price until you take further action, such as placing the item in your shopping cart, or in some cases, proceeding to the final checkout stage. The steps required depend on the details of the manufacturer’s minimum advertised price policy. Taking these steps allows Amazon to show you the price and offer you a great deal!