List Price

official price of an item (as listed in a catalog, advertisement, etc.)

The (manufacturer's) suggested retail price (MSRP or SRP), list price or recommended retail price (RRP) (originally, Monroney suggested retail price) of a product is the price the manufacturer recommends that the retailer sell it for. The intention was to help to standardize prices among locations. While some stores always sell at, or below, the suggested retail price, others do so only when items are on sale or closeout.
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Noun
1. the selling price of something as stated in a catalogue or price list; often subject to discounts; "I got it at 30% off the list price"
(hypernym) asking price, selling price

the regular price of a product before any discount is given or allowances made. See Allowances; Discounts; Net Price.