Q: One of my suppliers marks its products with a Manufacturer Suggested Retail Price (MSRP). Do I have to charge this price?

A: The key word is "suggested." A dealer is free to set the retail price of the products it sells. A dealer can set the price at the MSRP or at a different price, as long as the dealer comes to that decision on its own. However, the manufacturer can decide not to use distributors that do not adhere to its MSRP.

https://www.ftc.gov/advice-guidance/competition-guidance/gui...

Australia:

It's illegal for suppliers to impose minimum prices for the resale of their goods or services.

For example, suppliers must not:

• set minimum prices in formal policies or agreements offer retailers a discount if they sell at or above a minimum price

• refuse to supply retailers that sell below a minimum price

• punish retailers for selling below a set price, for example, by taking away a discount or sending a warning.

https://www.accc.gov.au/business/competition-and-exemptions/...

EU/UK:

Generally speaking, suppliers are entitled to recommend retail prices to their suppliers, but any attempt to restrict the price at which products are sold will constitute vertical price-fixing, which is in breach of EU law

https://www.howatavraamsolicitors.co.uk/know-illegal-supplie...