Across 3,107 listed Toyota Priuss nationwide, the average markup is +$62 vs MSRP and 50% are listed at or below sticker, with a median advertised price of $36,658. Updated daily.
The 5th-generation Prius reset the model's identity. Gone is the apologetic econo-box styling; in its place is a low, wide hatchback that's genuinely interesting to look at. The 2.0L hybrid powertrain makes a combined 196 horsepower (the AWD version is 194) — quicker than any previous Prius by a wide margin.
Three trims: LE, XLE, Limited. The Prius Prime — the plug-in hybrid version — is sometimes split into its own model bucket; with 220 combined horsepower and a 44-mile electric range, the Prime is the version to consider for buyers who can charge at home.
Pricing has firmed since the 2023 launch. Below-MSRP deals exist but are concentrated in larger markets — California, Texas, the Northeast — where Toyota's hybrid allocations run deeper. The Limited holds firmest; the LE is the trim most likely to negotiate.
By Marcus Bell, Editor · Updated May 12, 2026
2,352
Available of 3,107
+$62
Avg Markup
50.4%
At/Below MSRP
$36,658
Median Price
Only about 76% are actually available. 24% of the 3,107 listed Toyota Priuss are already spoken for — pre-sold or on a dealer hold (allocated to a customer), not really for sale. Don’t trust an “in stock” label: confirm a specific car isn’t a hold before you drive over.
Price range: $29,275 to $43,853.
MSRP Trend
Median sticker by month listed
Over the last 6 months, the typical Toyota Prius sticker has climbed — a median MSRP of $34,249 in Apr ’26 versus $36,336 in Sep ’26 (+6.1%).
Median factory MSRP of Priuss grouped by the month each was first listed (active + sold), Apr ’26–Sep ’26. Based on 0215710312135267221093612 listings. Reflects sticker price, not the dealer's selling price.
Markup Trend
What buyers paid vs MSRP, by week sold
Over the last 12 weeks, what buyers paid for the Toyota Prius versus MSRP has held steady — from −$29 the week of Jul 20 to +$99 the week of Oct 5 (about $99 over MSRP now).
Average selling price vs MSRP for Priuss by the week they sold (left the lot), Jul 20–Oct 5. Based on 6,401 sales. Positive = sold over MSRP, negative = below.
Markup Distribution
How the current Prius inventory splits across the markup spectrum. The shape matters more than the average — a tight cluster reads very differently from a bimodal market.
3,107 vehicles with a known MSRP
Under MSRP
19%
575
At MSRP
32%
990
$0–$1K over
42%
1,310
$1K–$3K over
7%
216
$3K+ over
<1%
16
Markup by Listing Age
Older Prius inventory skews further below MSRP — listings in the 61–90 days range are 62% at-or-below sticker vs 47% in the first two weeks. Aging stock is where the discounts tend to be.
0–15 days
47% ≤ MSRP
+$172
1,185
16–30 days
46% ≤ MSRP
+$138
1,034
31–45 days
58% ≤ MSRP
-$69
520
46–60 days
62% ≤ MSRP
-$215
199
61–90 days
62% ≤ MSRP
-$353
131
90+ days
71% ≤ MSRP
-$770
38
A market snapshot — current listings grouped by how long each has been on the lot, not the same vehicle tracked over time. Bars show the share at or below MSRP; the figure on the right is the average markup for that age band.
How fast Priuss sell
Based on 7,431 Prius listings that left dealer lots in the last 90 days.
23
Median days to sell
+$30
Avg sold vs MSRP
58%
Sold at/below MSRP
Recent Prius sales closed around $30 over MSRP, in line with what's currently listed.
“Sold” = listings that left dealer inventory; a small share may be de-listed rather than sold. Markup figures exclude implausible feed prices.