the.com/sticker price

means The full, undiscounted price officially listed on a product — especially a car — before any haggling, rebates, or incentives knock it down.

from Literal before figurative: the term comes from the actual paper sticker — the Monroney sticker, named after the U.S. senator whose 1958 law required it — glued to new car windows listing the manufacturer's suggested retail price and features. The label stuck so firmly in American life that 'sticker price' peeled off the windshield and onto everything else expensive, from college tuition to sticker-shock headlines.