Definitions of discount:

• noun:   the act of reducing the selling price of merchandise
• noun:   an amount or percentage deducted
• noun:   a refund of some fraction of the amount paid
• noun:   interest on an annual basis deducted in advance on a loan
• verb:   give a reduction in price on

  Example: "I never discount these books-they sell like hot cakes"

• verb:   bar from attention or consideration