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The list price, also known as the manufacturer's suggested retail price (MSRP), or the recommended retail price (RRP), or the suggested retail price (SRP) of a product is the price at which its manufacturer notionally recommends that a retailer sell the product. Suggested pricing methods may conflict with competition theory, as they allow prices to be set higher than would be established by supply and demand. Resale price maintenance—fixing prices—goes further than suggesting prices, and is illegal in many countries. Retailers may charge less than the suggested retail price, depending upon the actual wholesale cost of each item, usually purchased in bulk from the manufacturer, or in smaller quantities through a distributor. The suggested price is sometimes unrealistically high, so the seller can appear to be offering a discount. Some retailers apply discount stickers over top of original prices to indicate a discount to consumers. List price often cannot be compared directly internationally as products may differ in detail, sometimes due to different regulations, and list prices may or may not include taxes. India and Bangladesh do not use list prices but instead have a maximum retail price. In the United Kingdom, the list price is referred to as a recommended retail price or RRP. In 1998, the Secretary of State for Trade and Industry prohibited the placing of RRP on electrical goods under the "Domestic Electrical Goods Order", but this ruling was lifted by the Competition Commission in February 2012. In the United States, the list price is referred to as the manufacturer's suggested retail price or MSRP. Under earlier US state Fair Trade statutes, the manufacturer was able to impose a fixed price for items. The fixed prices could offer some price protection to small merchants in competition against larger retail organizations. These were determined to be in restraint of trade. Many manufacturers have adopted MSRP, a price at which the manufacturer suggests the item be priced by a retailer.

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