MSRP

MSRP (Manufacturer's Suggested Retail Price) is what the brand recommends the product sell for at retail. Unlike MAP, MSRP is non-binding — you can sell above or below it. For sellers, MSRP serves two purposes: it's often used as the upper price ceiling in repricers ("never go above MSRP") and it shows up as the strikethrough price in Amazon's discount messaging if you list the SKU at a lower price.

For private label brands, you set your own MSRP. For wholesale resellers, MSRP comes from the brand. SellerVault's repricer supports MSRP as a max-price mode — set the ceiling once and the repricer will never exceed it even when competition disappears and the math suggests you could.