The cost will vary greatly based on three factors: Geographic location- markets like New York and Los Angeles are more expensive in general than a small midwest town. Time of Year- The cost of a prime rib roast skyrockets during the holiday season because it is in-demand. My store has a sale right after New Year's and I was able to get 3 roasts at 50% off. They were already shrink wrapped, so I threw them in the deep freezer for next year. Grade of Beef- Beef is graded as a whole during processing, so the grader may not have a clear look at each cut. The label is a good starting point, but don't make your choice purely cased on select, choice or prime. This cut, as a whole, is very fatty, which imparts flavor and makes it tender. Even a select cut will be succulent if cooked correctly. With all of those things to consider, a prime rib roast will cost between $13-$22 per pound.