The other releases of Hasbro's Masterpiece Prime have all sold very well so this one should too.

The only catch is the box. I think that in the case of Ultra Magnus, not being able to see the toy itself hurt it's sales because it looked more like a model kit (and an unpainted one at that). And it didn't help that the box was covered in a foreign language that couldn't sell the toy. "What's this $100+ foreign knockoff of Optimus Prime in the wrong colours?".

However I think Prime would still sell better than Ultra Magnus, because he will be easily recognised as Optimus Prime.