The best replacement for retail price is wholesale price.

The best alternatives to retail price are rated as following:
★★★★★  wholesale price
★★★  sale price
★★★  msrp
★★  selling price
★★  internet price
★★  list price
★  distributor price
★  net price
★  trade price
  market price
  wholesale
  on the road price
  dealer invoice

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retail price
wholesale price
sale price