The article presents a new approach to the formation of market prices for small businesses and entrepreneurship. The primary sources of the cost theory of price and the labor theory of value are studied. The transformation of the labor theory of value made it possible to determine the optimal price. To propose a pricing mechanism during financial stability and market uncertainty. The study allows assessing the application of pricing policy and strategy, as well as pricing methods. The allocation of socially significant costs into a separate category makes it possible to ensure state control over the formation of regulated state prices and norms. The business community is interested in applying regulated prices both by the state and in practice during periods of uncertainty. The presented formulas and calculations reveal the specifics of price formation under market conditions. By using indicators of inflation and the Central Bank of Russia’s key rate, uncertainty risks are mitigated. The study used general scientific methods, structural and logical analysis. The theoretical and methodological basis of the research consists of works of modern scholars and current legal and regulatory documents. The research results are intended for individual entrepreneurs and organizations in managing price formation under market relations and uncertainty.