This practice note explains the antitrust risks associated with providing loyalty discounts to customers and provides practical ways to avoid civil liability for such conduct. Loyalty discounts can take a variety of forms, such as reduced prices, coupons, or rebates, but generally consist of variations on the following themes: (1) a discount that sets purchase thresholds of one product or product line, which may be based on volume, market share, or shelf space, that qualify the customer for the discount; and (2) a discount designed to increase the types of products purchased by a customer by setting thresholds across multiple product lines. This practice note will explain how courts and enforcement agencies assess the lawfulness of loyalty discounts in Section 2 claim cases, including where the discount involves below-cost pricing or exclusivity. This note also includes guidelines on best practices with respect to contractual terms and other written communication relating to loyalty ...