underprice

[ uhn-der-prahys ]

verb (used with object)

, un·der·priced, un·der·pric·ing.

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

underprice

/ ˌʌndəˈpraɪs /

verb

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

Word History and Origins

Origin of underprice¹

First recorded in 1750–60; under- + price

Example Sentences

Agencies that skipped paying employment taxes could underbid the competition, said Mr. Perez, who offered to name firms that were “underpricing and skimming.”

From New York Times

A recent report from First Street Foundation said about one-quarter of all homes in the nation are underpriced for climate risk in insurance.

From Seattle Times

In some cases, policymakers have bound the hands of insurance companies, leading to an underpricing of risk.

From Seattle Times

"We believe investors may be underpricing the potential for further hikes this year, because no further hikes in 2023 would be inconsistent with the growth outlook upgrade," she said.

From Reuters

In fact, subscription prices may have been initially underpriced to drive up demand, a practice called predatory pricing that also violates antitrust law.

From Los Angeles Times

Related Words

• underestimate
• undervalue