underprice

From under- +‎ price.

• Audio (US):

  (file)

underprice (third-person singular simple present underprices, present participle underpricing, simple past and past participle underpriced)

1. To set a price at less than the value or cost of an item.

   Coordinate term: undervalue

   • 2007 September 1, Brooks Barnes, “No New NBC Shows to Be Sold by Apple”, in New York Times‎^[1]:

     Still, the spokesman, Cory Shields, said NBC Universal was determined to change what it saw as Apple’s underpricing of video.

2. To sell at a lower price than another (especially than a competitor).

   Near-synonym: undercut