Controlling the Price Display in the Online Catalog
You can choose which price or value is displayed for your items in the online catalog: Fair Market Value, Buy Now, Priceless, or none. You can set a default display, then edit individual items as needed.
To set the default price display:
Go to Admin > Site Settings > Catalog > Catalog Settings
To change the display on an individual item:
Go to Catalog > Add or Edit an Item or use the Bulk Edit feature to edit multiple items in one edit.