Priboj (Serbian Cyrillic: Прибој, pronounced [prǐːbɔj]) is a town and municipality located in the Zlatibor District of southwestern Serbia. The population of the town is 13,172, while the population of the municipality is 23,514.

The municipality of Priboj is located between municipality of Čajetina in the north, municipality of Nova Varoš in the east, municipality of Prijepolje in the south-east, the border with Montenegro in the south-west, and the border with Bosnia and Herzegovina in the north-west. A Bosnian-Herzegovinian exclave (Međurječje village) is surrounded by the Priboj municipality.

The town of Priboj lies on the river Lim. It is 5 km away from the Uvac, a smaller river that marks (for some 10 kilometers) part of the border between Bosnia and Herzegovina and Serbia.

Priboj has an oceanic climate (Köppen climate classification: Cfb).

The hamlet of Jarmovac south of Priboj is the site of a prehistoric copper mine shaft which is one of the first evidences of human metallurgy, first identified in 1937, now dated to the 4th millennium BCE in the late Vinča culture.

During the medieval times, the region around modern city of Priboj in the lower valley of the Lim river was called "Dabar" and it belonged to the medieval Serbia until the Ottoman invasion in the middle of 15th century. Between 1459 and 1463, the town of Priboj was first mentioned in written documents of the Ottoman Empire.

Aside from the town of Priboj, the municipality includes the following settlements:

According to 2022 census, the municipality of Priboj has 23,514 inhabitants.