MSRP is the manufacturer’s suggested retail price, the consumer price a brand recommends its retail partners sell at.
Sep 24, 2026
MSRP is a recommendation. In most markets a brand cannot compel an independent retailer to sell at a given price, and attempting to do so raises competition-law problems. What a brand can control is its own wholesale price and who it chooses to sell to.
RRP, recommended retail price, is the same idea under a different name and is the more common term in Europe and the UK. The two are used interchangeably in practice.
A consistent MSRP protects everyone selling the product. If one door discounts heavily the others lose margin and the brand loses its price positioning, so the suggested price acts as a shared reference point across a market.
It also gives the buyer a fast way to check whether a product works for them: wholesale price against MSRP gives the multiplier, and the multiplier tells them whether the margin clears their threshold before they look at anything else.
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