Roblox item prices are usually set by the creator or seller , not by Roblox itself, though Roblox can enforce a minimum price floor for certain marketplace items. For avatar items, UGC, and many marketplace listings, the person or team publishing the item chooses the price, while Roblox’s system may limit how low that price can go.

How it works

  • Gamepasses and in-game items: the game developer sets the price.
  • Avatar shop / UGC items: the creator sets the listed price, but Roblox applies price floors and marketplace rules.
  • Resold limited items: the owner selling the item chooses the price within Roblox’s rules.

Simple version

Think of Roblox as setting the rules of the store , while creators and sellers usually set the actual prices.

Bottom line

So, the short answer is: the item creator or seller prices the item, and Roblox controls the pricing framework around it.