It's not particularly rare... looking on eBay a couple of dozen have sold recently. A couple odd ones are jacked over $100 but a good many are in the $35 - $49 range, which is about what a reissue will cost. These include some in Movin On boxes. Actually the MO kits, as they are later issues of an older kit, bring less money.
The BJ kit is a bit rarer and sells in the $100 range but again looking at past eBay auctions reveal some in the $40 range that had been offered as "buy it nows". Oddly the BJ kit seems to bring LESS money than the same truck in non BJ markings.
Most of the AMT truck kits have been issued and reissued off and on for many, many, years and aren't too terribly rare if you are patient.