Usually used to describe price a shopper pays when a product is not on sale. There is no measure called this, but Base Price should be used.
Regular Price
Transforming your syndicated data into business insight
What is difference between Base Price and Regular Price?
Think of Regular Price as the price paid when a product is NOT on sale or promotion. it’s the full price without any discount. As far as I know, though, there is no measure called Regular Price in any syndicated database. Base Price is the measure that best represents the Regular Price. Non-Promoted Price also measures the full price with no discount but Base Price is the better one to use – read this post to see why. Hope this helps!