The manufacturer's suggested retail price of a sealed product. For 30th Celebration, the US MSRP is $49.99 for the Elite Trainer Box and $59.99 for the Pokémon Center Elite Trainer Box.
For new players
Shelf prices can sit well above MSRP; Trackalacker found Target's own ETB price at $69.99 against the $49.99 MSRP. Pokémon warns that packs priced dramatically below suggested retail are a near certain sign of counterfeits.