MSRP

The Manufacturer’s Suggested Retail Price (MSRP) is a reference price provided by the product’s manufacturer or brand owner. It is meant to standardize pricing across retailers and reflect the perceived value of the product in the market.

On Amazon, MSRP is often shown as a strikethrough price above the actual selling price, especially during promotions or discounts - helping to create a sense of savings for the customer.

MSRP on Amazon can influence:

• Customer perception of value and discount
• Buy Box competition, especially if multiple sellers offer the same item
• Compliance with brand pricing strategies
• Displayed price comparisons (e.g., "List Price" vs. "Your Price")

Important notes:

• Amazon is not required to sell at or honor the MSRP
• Some categories (e.g., electronics, beauty, auto parts) rely more heavily on MSRP as a pricing anchor
• Misstated or inflated MSRPs can lead to customer mistrust or policy violations

💡 Example: A blender has an MSRP of $99.99 but is currently listed for $79.99 - Amazon shows a "List Price" strikethrough to highlight the $20 savings.

In short:
MSRP is the price recommended by the manufacturer for retail sale - used on Amazon to anchor customer expectations and display discounts but not always followed by sellers or Amazon itself.