Across 2,339 listed Toyota Priuss nationwide, the average markup is -$3 vs MSRP and 66% are listed at or below sticker, with a median advertised price of $35,673. 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
1,683
Available of 2,339
-$3
Avg Markup
66.1%
At/Below MSRP
$35,673
Median Price
Only about 72% are actually available. 28% of the 2,339 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: $28,972 — $44,156
MSRP Trend
Median sticker by month listed
Over the last 4 months, the typical Toyota Prius sticker has held steady — a median MSRP of $35,183 in Mar ’26 versus $35,084 in Jun ’26.
Median factory MSRP of Priuss grouped by the month each was first listed (active + sold), Mar ’26–Jun ’26. Based on 02783216610992333 listings. Reflects sticker price, not the dealer's selling price.
Markup Trend
What buyers paid vs MSRP, by week sold
Over the last 13 weeks, what buyers paid for the Toyota Prius versus MSRP has risen — discounts are shrinking — from −$219 the week of Apr 20 to −$32 the week of Jul 13 (about $32 below MSRP now).
Average selling price vs MSRP for Priuss by the week they sold (left the lot), Apr 20–Jul 13. Based on 4,903 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.
2,338 vehicles with a known MSRP
Under MSRP
17%
409
At MSRP
49%
1,137
$0–$1K over
29%
679
$1K–$3K over
5%
107
$3K+ over
<1%
6
Markup by Listing Age
Older Prius inventory skews further below MSRP — listings in the 46–60 days range are 75% at-or-below sticker vs 65% in the first two weeks. Aging stock is where the discounts tend to be.
0–15 days
65% ≤ MSRP
+$67
1,104
16–30 days
64% ≤ MSRP
+$9
626
31–45 days
70% ≤ MSRP
-$57
396
46–60 days
75% ≤ MSRP
-$224
140
61–90 days
72% ≤ MSRP
-$335
47
90+ days
64% ≤ MSRP
-$671
25
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 4,678 Prius listings that left dealer lots in the last 90 days.
20
Median days to sell
-$150
Avg sold vs MSRP
75%
Sold at/below MSRP
Recent Prius sales closed around $150 below 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.