truecar.com is a good resource for pricing, although they are out of whack on their TRD Pro pricing. (Try finding a dealer that even has one, let alone one that is willing to sell one at MSRP or below!) Prices will also vary by region, but I know that around me (SoCal) a 2015 Limited, Trail, or SR5 can probably be had for anywhere from MSRP to about $3000 under sticker depending on the dealer. $1,500 under MSRP seems fairly easy to get from many dealers if you are persistent, while $3,000 or maybe a little more under is possible, but more difficult to obtain from most dealers. In SoCal, stock is relatively low while demand is consistent and dealers know that if they don't sell you a 4Runner today at MSRP, someone will buy it tomorrow for that.
It's good you're not looking for a TRD Pro because in SoCal MSRP or under is nearly impossible to find unless the dealer is totally clueless like mine was. From the quotes I've gotten, a "good" price in SoCal on a TRD Pro is $3,000 over sticker, $5,000 over sticker is about average, and $7,000-$10,000 is on the high side, but many dealers are getting that for them, which I personally think is too much, but clearly some people disagree. Having just returned from the LA Auto Show and looking at the various offerings and MSRPs, $42,000 MSRP for a TRD Pro with no options is a steal.
