Would you have all of the gazillion manufacturers out there tell WalMart that they must raise prices?
I'm certain that the majority of online stores that sell this product for more than my price are buying it for the same price, or close to it. I'm simply willing to make less profit.
Why? Because I'm the new kid on the block. All things being equal, would you be more likely to buy from a big established online store than a relatively new and unknown store?
Once I get my store better known, I can consider slowly raising prices.
By the way, nobody agrees to not sell for less than MAP. That would indeed be price fixing. They agree to not advertise a price that's lower than MAP.