What the greedy sellers imagine they’ll get? (5,5)

'what the greedy sellers' is the definition.
I know nothing about this answer so I cannot judge whether it can be defined by this definition.

'imagine they'll get?' is the wordplay.
I cannot really understand how this works, but
'imagine' could be 'fancy' (fancying is a kind of imagining) and 'fancy' is found in the answer.
The remaining letters 'price' is a valid word which might be clued in a way I don't see.
This may be the basis of the clue (or it may be nonsense).

Can you help me to learn more?