My Prime's first transmission fluid change :D

Strange. Last time I did the change the fluid was $9.14 CDN per liter (4 required), and the fill/drain bolt washers were $3.80 apiece (robbery!)



Labour? It's a little different, but no more involved than an oil change. I typically did the two together. The main wrinkle is the car should be raised-and-level. For a DIY'r that's typically more involved, but not by much. And for a shop routinely using full lifts...

I have the engine bay underpanel off, everytime I do an oil change, so no extra there. Break loose and remove the fill and drain bolts. Snake a 3' tube (pushed onto a funnel) through the morass of the engine components, pour in the fluid till it starts coming back out. Helps to have an assistant.

A fair price would be under a $100 USD. The only reason for it to cost more than an oil change is that it's somewhat novel.

 

It is a bit higher now $45.95 for 4qts on Amazon, but still ~$10/qt if purchased more than 6. In the summer of 2019, I paid $39.59 for 4 Qts of Toyota 00289-ATFWS Lexus & Automatic Transmission Fluid WS ATF World Standard, and $7.49 for 10 Pcs Aluminum Transmission Fluid Drain Plug Crush Washer Seal for Toyota Prius Part# 90430-18008. But I don't know if I can find the 8 washers leftover somewhere. LOL.
Toyota 00289-ATFWS Lexus & Automatic Transmission Fluid WS ATF World Standard, Pack of 4

 

Phoned my local dealership just now, it's jumped a bit: $11.60 CDN per liter. Converting to US dollars per quart it's $8.56 per:

 

That is a very reasonable price at a dealer. The MSRP is US$12.32/qts. My dealer will not sell at anything lower than MSRP. You can try from the link below, but most dealers are selling it at higher than your dealer's price. Plus if purchased online it will cost shipping, ergo more expensive than Amazon price.
Genuine Toyota Automatic Transmission Fluid-WS. ATF

 

My dealer has twice charged me $90 and once $110 parts and labor. All the while claiming it is unnecessary.

 

MSRP stands for Manufacturer's Suggested Retail Price. The previous bill I posted showed the same price for "list" and "net", and when I cold-called parts today, that was the price they gave. I'm not sure why it's so much cheaper for me. Too, that's just walking into the dealership parts department.