underprice

American

[uhn-der-prahys] / ˌʌn dərˈpraɪs /

verb (used with object)

underpriced, underpricing

to price (goods or merchandise) lower than the standard price or fair value.
to undercut (a competitor) by underselling or setting prices below actual cost.

underprice British

/ ˌʌndəˈpraɪs /

verb

(tr) to price (an article for sale) at too low a level or amount

"Collins English Dictionary — Complete & Unabridged" 2012 Digital Edition © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009, 2012

Etymology

Origin of underprice

First recorded in 1750–60; under- + price

Example Sentences

Examples are provided to illustrate real-world usage of words in context. Any opinions expressed do not reflect the views of Dictionary.com.

Moe points out that since “the demand for compute is growing faster than supply can respond, the market continues to underprice the likely duration of the semiconductor memory cycle.”

From MarketWatch • Jun. 3, 2026

In other words, amid all of the noise about the prospect of change, don't underprice the prospect of no change.

From BBC • Dec. 30, 2025

Early on, the goal was to overdeliver and underprice.

From The Wall Street Journal • Nov. 3, 2025

It is not right if somebody’s just going to copy what you make and try to underprice you and try to drive companies out of the space.

From The Verge • Mar. 1, 2022

Dealers began to underprice one another; profits vanished.

From "Freakonomics: A Rogue Economist Explores the Hidden Side of Everything" by Steven D. Levitt

Definitions and idiom definitions from Dictionary.com Unabridged, based on the Random House Unabridged Dictionary, © Random House, Inc. 2023