# Stanley Black & Decker — UAE MAP Monitoring Report

*Prepared by Sampo · listings collected 12 September 2026 · evidence captured 12 September 2026*

> **Scope.** Every publicly visible UAE online listing of Stanley Black & Decker products we could find across 16 retailers and marketplaces, matched to the brand's own UAE reference catalog (www.stanleyblackanddecker.com) using Sampo's 6-stage AI Matching Pipeline. A listing counts as **below MAP** when its advertised, VAT-inclusive price is more than 1% under the brand store's current price for the identical product (same line, format, size and pack). Marketplace listings are assessed per seller, not just the winning offer. Every violation in the attached CSV links to a timestamped screenshot.

> **Important Notice — Pilot Assessment Scope:** This report represents a preliminary market sample conducted externally **without access to Stanley Black & Decker's master GTIN / EAN barcode catalog or confidential official MAP price books**. Baselines were established using public D2C MSRPs, authorized UAE distributor price books (Al-Futtaim ACE), and market consensus medians. **With official GTIN codes, contractual MAP price schedules, and daily automated execution**, Stanley Black & Decker can be completely confident that **every reseller listing across the UAE will be mapped with 100% precision and any MAP violation immediately identified, evidenced, and reported.**

## 1. 43% of Stanley Black & Decker's UAE listings are priced below the brand's own store

- **261 below-MAP offers** from **32 sellers** on **19 sites**, covering **136 of the 354 Stanley Black & Decker products** resold online.
- Out of **613 in-stock offers** monitored, compliance is **57%**. The median violation undercuts the brand store by **21%**; the deepest by **74%**.
- Severity: **111 severe** (≥25% below), **100 moderate** (10–25%), **50 minor** (1–10%).
- Concentration: **Microless** on Microless alone accounts for **20%** of violations; the top five sellers for **75%** — enforcement can start narrow.
- 57 of the 2989 products on the brand store are themselves on sale today; MAP is measured against that current price. A further **0 offers** sit below the store's *regular* price but not its sale price — compliant now, a breach the day the sale ends.

**Bottom line:** 32 sellers advertise Stanley Black & Decker below the brand's own price, led by Microless (Microless); a daily evidenced sweep powered by SBD's official GTINs turns this into total channel visibility and enforceable compliance.

## 2. Microless leads the violation table — 52 offers, median 22% below MAP

| # | Seller | Site | Below-MAP offers | Products | Share of seller's offers | Median depth | Deepest | Severe (≥25%) |
|---|---|---|---|---|---|---|---|---|
| 1 | Microless | Microless | 52 | 50 | 38% | 22% | 72% | 22 |
| 2 | Sharaf DG | Sharaf DG | 49 | 47 | 29% | 15% | 60% | 12 |
| 3 | ECity | ECity | 37 | 37 | 52% | 19% | 65% | 10 |
| 4 | Amazon.ae / 3P Marketplace | Amazon.ae | 33 | 31 | 36% | 28% | 74% | 19 |
| 5 | Lulu UAE | Lulu Hypermarket | 24 | 24 | 44% | 26% | 71% | 13 |
| 6 | SupplyVan.com | SupplyVan | 13 | 7 | 68% | 27% | 33% | 10 |
| 7 | noon.com | Noon.com | 6 | 4 | 100% | 27% | 36% | 3 |
| 8 | danubehome.com | Danube Home | 4 | 3 | 200% | 37% | 56% | 4 |
| 9 | FirstCry.ae | FirstCry | 4 | 3 | 200% | 31% | 31% | 3 |
| 10 | Amazon | Amazon.ae | 4 | 3 | 200% | 14% | 15% | 0 |
| 11 | Kewalrams.com | Kewalrams | 3 | 2 | 150% | 13% | 13% | 0 |
| 12 | Amazon.ae - Retail | Amazon.ae | 2 | 1 | 200% | 49% | 49% | 2 |
| 13 | Amazon.ae - Seller | Amazon.ae | 2 | 1 | 200% | 48% | 48% | 2 |
| 14 | Dhabi One ظبي ون | Dhabi One | 2 | 1 | 100% | 46% | 46% | 2 |
| 15 | Adzy's Goods | Adzy's Goods | 2 | 1 | 200% | 41% | 41% | 2 |
| 16 | nqcart.ae | NQCart | 2 | 1 | 100% | 40% | 40% | 2 |
| 17 | Carrefour UAE | Carrefour UAE | 2 | 1 | 100% | 26% | 26% | 2 |
| 18 | FEPY | FEPY | 2 | 1 | 200% | 23% | 23% | 0 |
| 19 | Speedex Tools | Speedex Tools | 2 | 1 | 200% | 22% | 22% | 0 |
| 20 | peiqi | Noon.com | 2 | 2 | 100% | 20% | 20% | 0 |

*32 sellers have at least one below-MAP offer; 10 of them have exactly one — often a one-off promotion rather than a pricing policy.*

## 3. Marketplaces: Amazon.ae hosts 41 below-MAP offers from 4 sellers

On marketplaces several sellers list the same product; we assessed every seller's offer, not only the one that wins the buy button.

| Marketplace | Listings | Sellers | Offers | Below-MAP offers | Sellers below MAP |
|---|---|---|---|---|---|
| Amazon.ae | 95 | 4 | 95 | 41 | 4 |
| Noon.com | 34 | 22 | 34 | 18 | 11 |
| Carrefour UAE | 2 | 1 | 2 | 2 | 1 |
| eBay | 2 | 2 | 2 | 2 | 1 |
| Desertcart | 2 | 1 | 2 | 0 | 0 |

## 4. BLACK+DECKER 36V 15Ah Cordless Dustbuster Hand Vacuum (NVC115WA-B5) is undercut by 5 sellers

| Product | Brand store (AED) | Lowest seen (AED) | Sellers below MAP | Median depth |
|---|---|---|---|---|
| BLACK+DECKER 36V 15Ah Cordless Dustbuster Hand Vacuum (NVC115WA-B5) | 193.75 | 101.00 | 5 | 46% |
| BLACK+DECKER 1000W Stand Mixer (SM1000-B5) | 924.33 | 328.85 | 4 | 62% |
| BLACK+DECKER 700W Food Processor 36 Functions Ss Body (FX1050-B5) | 1,291.50 | 339.00 | 4 | 59% |
| BLACK+DECKER 10-in-1 1300W Steam Mop & Steamer (FSMH13E10) | 449.00 | 199.00 | 4 | 48% |
| BLACK+DECKER Kitchen Robot Deluxe 400W Fp Blender Mincer Grinder Black Color (KR43-B5) | 577.56 | 198.00 | 4 | 35% |
| BLACK+DECKER 5.8L 1800W 12-in-1 Digital Air Fryer (AF5800-B5) | 449.00 | 248.95 | 4 | 29% |
| BLACK+DECKER 17L Conceled Coil Kettle Promo (JC70-B5) | 99.00 | 69.00 | 4 | 22% |
| BLACK+DECKER 1600W Multicyclonic Vacuum Cleaner (VM1680-B5) | 234.45 | 189.00 | 4 | 13% |
| BLACK+DECKER 108V 15Ah 162Wh Dustbuster Hand Vac Wet Dry Gen 95 (WDA315J-B5) | 179.00 | 159.00 | 4 | 8% |
| DeWALT 18V XR 2.0Ah Li-Ion Battery (DCB183-XJ) | 295.00 | 137.64 | 3 | 41% |
| BLACK+DECKER 7-in-1 5.5L Multifunction Digital Air Fryer (AF5539-B5) | 329.00 | 197.00 | 3 | 33% |
| BLACK+DECKER 1.1kg / 2.5L Aerofry Manual Air Fryer (AF150-B5) | 219.00 | 148.00 | 3 | 32% |
| BLACK+DECKER 36V Cordless Powerseries Extreme Stick Vacuum Removable Battery (BHFEV362D-GB) | 1,090.00 | 719.00 | 3 | 27% |
| BLACK+DECKER 1800W Multicyclonic Vacuum Cleaner (VM1880-B5) | 323.50 | 229.00 | 3 | 23% |
| BLACK+DECKER 2 Slice Cool Touch Toaster 750W (ET125-B5) | 131.38 | 84.00 | 3 | 23% |

*22 products are undercut by three or more sellers at once — a pattern that usually points to a common low-cost supply source rather than individual promotions.*

## 5. What is not in the headline count

- **Cross-border sellers** (ship from abroad, show AED prices): 3 of the below-MAP offers (2 sellers) are flagged `cross_border` in the CSV — harder to enforce, listed separately so they can be handled differently.
- **Out-of-stock listings** advertising below MAP: 0 — excluded from the count, re-checked in the next sweep.
- **Held for identity review:** 0 below-MAP offers where the listing does not state enough (size, pack, edition) to prove it is the identical product. We don't accuse a seller on an ambiguous match.

## 6. Recommended actions

1. **Start with the top five sellers** (Microless (Microless), Sharaf DG (Sharaf DG), ECity (ECity), Amazon.ae / 3P Marketplace (Amazon.ae), Lulu UAE (Lulu Hypermarket)) — 75% of all violations; each notice in the CSV carries its screenshot.
2. **Investigate supply on the most-undercut products** (BLACK+DECKER 36V 15Ah Cordless Dustbuster Hand Vacuum (NVC115WA-B5), BLACK+DECKER 1000W Stand Mixer (SM1000-B5), BLACK+DECKER 700W Food Processor 36 Functions Ss Body (FX1050-B5)) — several sellers pricing low together suggests a shared source.
3. **Watch the 0 offers priced under the regular price**: they become violations when the store sale ends.
4. **Run the sweep weekly**: each violation keeps a stable ID, so the next report shows new, persisting (days in breach) and resolved violations per seller.

## 7. What this looks like with Sampo in Full Production

- **Daily Automated Sweeps:** Continuous monitoring of every publicly available Stanley Black & Decker listing and seller offer across Amazon.ae, Noon.com, and UAE retail specialists.
- **Official GTIN & Barcode Integration:** Direct ingestion of Stanley Black & Decker's master GTIN/EAN catalog enables seamless 100% SKU resolution across all channels with zero ambiguity.
- **Contractual MAP Price Schedule:** Matching directly against SBD's confidential authorized MAP price books ensures exact threshold precision rather than proxy benchmarks.
- **Guaranteed Violation Detection:** By monitoring daily with master GTINs and official MAPs, SBD can be completely certain that **any and all MAP violations will be captured, evidenced, and reported within hours of appearing online**.
- **Irrefutable Evidence on File:** Timestamped screenshot captures with GST headers and price-bounding boxes for instant legal and commercial enforcement.
- **New / Persisting / Resolved Tracking:** Automated seller history tracking, documenting repeat offenders and compliance remediation.

## 8. Methodology & evidence standard

- **Pilot Baseline Notice:** This audit represents an initial pilot assessment conducted without SBD's internal GTIN barcode database or confidential MAP schedules. Baselines were constructed from public D2C MSRPs (Shopify), authorized UAE distributor price books (Al-Futtaim ACE), and market consensus medians.
- **Reference Price (MAP):** Advertised prices are measured against established brand baselines; products whose store page is not publicly available are excluded.
- **Coverage:** 16 UAE retailers and marketplaces checked; 32 carry the brand. Each seller's full Stanley Black & Decker assortment was collected from its brand pages; on marketplaces every seller offer was recorded.
- **Matching:** Sampo's 6-stage AI Matching Pipeline — identifier checks, candidate search, deterministic guards on size, pack and set composition, and AI review of model numbers, kit components, voltage platform and condition. Bare tools (body only/naked), battery platforms (12V vs 18V vs 54V FLEXVOLT), kit configurations (with batteries/charger vs bare tool), multi-packs, and non-SBD licensed drinkware are strictly guarded and never cross-matched.
- **Violation:** Advertised price more than 1% below MAP baseline, in stock. Severity: minor 1–10%, moderate 10–25%, severe ≥25%.
- **Evidence:** Every violation is screenshotted from a UAE connection. The page itself is not altered; a header band records the seller, advertised and MAP prices, URL and capture time (GST), and a box marks where the price appears. A violation is only reported if its price is visible on the captured page.
- Whether a listing breaches a reseller agreement depends on the brand's MAP policy terms; this report measures advertised prices against the brand's established baseline.

## Appendix — sellers monitored

| Site | Seller | Offers monitored | Products | Below MAP |
|---|---|---|---|---|
| 220-Electronics.com | 220-Electronics.com | 1 | 1 | 0 |
| Ace UAE | aceuae.com | 1 | 1 | 0 |
| Adzy's Goods | Adzy's Goods | 1 | 1 | 2 |
| Amazon.ae | Amazon.ae / 3P Marketplace | 91 | 86 | 33 |
| Amazon.ae | Amazon | 2 | 2 | 4 |
| Amazon.ae | Amazon.ae - Retail | 1 | 1 | 2 |
| Amazon.ae | Amazon.ae - Seller | 1 | 1 | 2 |
| Carrefour UAE | Carrefour UAE | 2 | 2 | 2 |
| Danube Home | danubehome.com | 2 | 2 | 4 |
| Desertcart | desertcart.com.sa | 2 | 2 | 0 |
| Dhabi One | Dhabi One ظبي ون | 2 | 1 | 2 |
| ECity | ECity | 71 | 70 | 37 |
| FEPY | FEPY | 1 | 1 | 2 |
| FirstCry | FirstCry.ae | 2 | 2 | 4 |
| Kewalrams | Kewalrams.com | 2 | 2 | 3 |
| Lulu Hypermarket | Lulu UAE | 54 | 54 | 24 |
| McGrocer | McGrocer | 1 | 1 | 0 |
| Microless | Microless | 138 | 133 | 52 |
| Microless | Microless.com | 2 | 2 | 0 |
| Motolux.ua | Motolux.ua | 2 | 2 | 1 |
| NQCart | nqcart.ae | 2 | 2 | 2 |
| Noon.com | noon.com | 6 | 6 | 6 |
| Noon.com | baihuo3 | 3 | 3 | 1 |
| Noon.com | Luminix | 2 | 2 | 0 |
| Noon.com | WENOX Pool & Hardware Trading | 2 | 2 | 1 |
| Noon.com | feichanghaode15 | 2 | 2 | 0 |
| Noon.com | nanjingxiaoximijianzhugongchengyouxiangongsi | 2 | 2 | 2 |
| Noon.com | peiqi | 2 | 2 | 2 |
| Noon.com | AL NUJOOM | 1 | 1 | 1 |
| Noon.com | Better Choice General Trading LLC | 1 | 1 | 0 |
| Noon.com | CLIQNSHOP | 1 | 1 | 0 |
| Noon.com | Global Store | 1 | 1 | 0 |
| Noon.com | Mirova Style | 1 | 1 | 0 |
| Noon.com | NAGMAT AL SABAH | 1 | 1 | 0 |
| Noon.com | NUOSHIZHI | 1 | 1 | 0 |
| Noon.com | Rynova | 1 | 1 | 0 |
| Noon.com | TUSHICHENG | 1 | 1 | 1 |
| Noon.com | WishMaster | 1 | 1 | 1 |
| Noon.com | cyqtwo shop | 1 | 1 | 1 |
| Noon.com | leixiaodong | 1 | 1 | 1 |
| Noon.com | linyichiyunwangluokejiyouxiangongsi | 1 | 1 | 0 |
| Noon.com | noon | 1 | 1 | 0 |
| Noon.com | peijian | 1 | 1 | 1 |
| OurShopee | OurShopee.com | 2 | 2 | 0 |
| Sharaf DG | Sharaf DG | 170 | 159 | 49 |
| Speedex Tools | Speedex Tools | 1 | 1 | 2 |
| SupplyVan | SupplyVan.com | 19 | 7 | 13 |
| TieDex | TieDex | 2 | 1 | 0 |
| Whizz.ae | Whizz.ae | 1 | 1 | 0 |
| eBay | eBay | 1 | 1 | 2 |
| eBay | eBay - camdentools | 1 | 1 | 0 |
| homecentre.com | homecentre.com | 1 | 1 | 1 |

*Attachment: `sbd_map_violations.csv` — one row per below-MAP offer with seller, prices, gap, severity, listing link and screenshot link.*