Updated on

The manufacturer's Suggested Retail Price (MSRP) is the price recommended by a manufacturer for a particular product to be sold in e-commerce stores or the price that represents what manufacturers believe goods are worth in the marketplace.

What is MSRP?

As you know, MSRP stands for the Manufacturer's Suggested Retail Price. Basically, manufacturers are generally not allowed to force a retail store to sell at fixed prices, the manufacturer’s suggested product price or MSRP is the ideal solution.

If you are a manufacturer, As the name indicates, it is the suggested price you recommend to distributors and sellers for your products. With that, MSRP allows product pricing control by establishing a price standard and pricing equality across the resale chain.

As anyone who’s ever shopped a vehicle knows, the MSRP is what sellers usually use to price their vehicles. For vehicle manufacturers, the MSRP is important: it’s designed to offer buyers transparent pricing, prevent too high pricing, and preserve desired margins for sellers.

However, this pricing isn’t fixed and will greatly depend on the invoice price. what the seller originally pays.

Konigles Profit Margin Calculator quickly finds your target cost and product price for products on your Shopify store based on your desired profit margin.

Study on MSRP

In fact, the biggest marketplace amazon started allowing sellers to set a “list price of a product” and “your selling price” which even calculates the percentage saved to entice buyers. Either way, as long as the price stays above the invoice or the wholesale cost, the seller will come out on top.

However, There’s one disadvantage. huge discounting by one seller can create a price war and devalue the product, creating a crisis for all. Manufacturers can formulate a prevention plan by setting MAP pricing.

Understanding of MSRP

The rationale behind designing a suggested selling price for products is to set uniformity in the prices of such products from store to store.

While cumulatively ensuring that all sources involved in the transaction - the manufacturer, the wholesaler, and the e-commerce seller are profitable at the completion of the product sale.

Although such set prices ensure that buyers do not have to overpay for the goods purchased, Many sellers actually sell products for lower prices than the MSRP.

This is typically completed to move inventory from the warehouses during periods of low sales or as part of competitive pricing strategies aimed at outdoing the prices offered by competing sellers.

Sellers usually buy products from manufacturers at wholesale prices that are well below the MSRP, That's why it's possible to offer high discounts on the listed prices and still turn a good profit.

On the other hand, some sellers may choose to sell certain items for prices higher than the MSRP. This is usually done when the products are in very high demand and in low supply.

MSRP vs Invoice Price

As you, already know MSRP is a recommended price by a manufacturer. Although it is intended to give a seller a margin of profit, there is no restriction for the seller to sell a product at the MSRP. Seller may set their selling prices higher or lower than the MSRP, depending on products or market overview.

The MSRP is different from the invoice price, the price that the seller pays the manufacturer for each product. This is typically lower than the MSRP, allowing the seller to earn a profit on each sale. Since the seller is required to pay the invoice price, they will be losing money if they sell to the buyer at a lower price.

Frequently asked questions

Related terms