01
Set your goal
Choose what you're solving for — usually a target net margin after fees — and enter the % you want to keep.
Selling Price Calculator
Pick your channel, set your target margin — get the exact price that nets it after real marketplace fees.
Updated Reviewed by Sajid Hussain· Editor
What price should you charge?
The only pricing calculator that prices around your marketplace fees
Selling price is the amount you charge for a product after covering cost, channel fees, and a target profit margin — the single number that determines whether each sale makes or loses money. A fee-aware selling price calculator works backwards from your profit target: it grosses up the price so that after Amazon, Shopify, eBay, or Etsy take their cut, you keep exactly the margin you planned. The difference matters more than it looks: a product costing 10 with a 25% target margin on a 15%-fee channel needs a price of 16.67, not the 13.33 a naive calculator suggests — the fee must be subtracted in the denominator, not silently left out.
Two traps make sellers underprice. The first is confusing markup with margin: a 50% markup on a product costing 10 is a price of 15 — but that's a 33% gross margin, not 50%. The same number means two different things, and pricing off the wrong one quietly costs you. The second, bigger trap is ignoring fees in the price math: if you want a 25% net margin and your channel takes 15%, naive math (cost ÷ (1 − 25%)) lands at a price of 13.33 — which after the 15% fee nets only ~10%, not 25%.
The fee gross-up is the fix. The correct price is (cost + fixed fees + shipping) ÷ (1 − target margin − fee rate). At a cost of 10, a 25% target, and a 15% fee, that's a price of 16.67 — and at 16.67 you genuinely net 25% after the fee. This tool does that automatically and shows you the realized margin so you can verify it equals your target.
Channel presets from verified rate data. Pick your sales channel and we load a typical blended fee from the same verified rate data behind our Amazon, Shopify, eBay, and Etsy calculators — then you can override it or choose "Custom" for full control. The effective fee we used is always shown back to you, never hidden. Four modes cover every approach: target net margin (the smart default), markup on cost, gross margin, and break-even.
Sales tax excluded — correctly. One thing we deliberately leave out: sales tax / VAT / GST. You collect it from the buyer and remit it — it isn't your money and isn't a cost, so building it into the price math distorts your margin. Channel fee data is verified as of 2026-05-29. Once you have a price, verify the full economics in our channel-specific profit calculators.
Quick facts
- Heroes computed
- Recommended Price · Net Margin · Profit · Break-even
- Killer math
- Fee gross-up — price actually nets your target
- Channels
- Amazon · Shopify · eBay · Etsy · Own store · Custom
- Modes
- Target margin · Markup · Gross margin · Break-even
- Markup ≠ margin
- We compute and label both, correctly
- Rate data verified
- 2026-05-29
How it works
From cost to the exact price to charge
Four short steps — seconds to a fee-aware price.
02
Enter your cost
Product cost (COGS) and any shipping you absorb. These form the base the price is built up from.
03
Pick your channel
Select where you sell to auto-load its typical fee, or enter your own. The effective fee is shown back to you.
04
Read the price
Get the recommended price, the margin it actually nets after fees, your break-even, and a multi-channel comparison.
Steps to use the Selling Price Calculator: Set your goal, Enter your cost, Pick your channel, Read the price.
Formula
Exactly what the calculator computes
No black boxes — every pricing mode, in plain algebra.
01
Markup → price
Price = Cost × (1 + Markup%)
Markup is a percentage ON TOP of cost. A cost of 10 at 50% markup is a price of 15. Simple, but markup is not margin and it ignores fees.
02
Gross margin → price (fee-unaware)
Price = Cost ÷ (1 − Margin%)
Margin is a percentage OF THE PRICE. A cost of 10 at a 20% gross margin is a price of 12.50. This is the classic formula — but it doesn't account for marketplace fees, so your NET margin ends up lower.
03
Target net margin → price (the fee-aware gross-up)
Price = (Cost + Fixed Fees + Shipping) ÷ (1 − Target Margin% − Fee Rate%)
The headline formula. By subtracting the fee rate in the denominator, the price grosses up so that AFTER fees you keep exactly your target margin. This is what naive calculators miss.
04
Break-even price
Break-Even = (Cost + Fixed Fees + Shipping) ÷ (1 − Fee Rate%)
The lowest price that nets zero after fees. Anything below loses money. The same gross-up with a 0% target.
05
Realized net margin (verification)
Net Margin = (Price − Cost − Shipping − Price × Fee Rate − Fixed Fee) ÷ Price
We compute the margin you actually net at the recommended price, so you can confirm it equals your target. In target-margin mode it always does.
Worked example
A 10 product, 25% target, 15% marketplace fee
Watch how the fee gross-up changes the price versus the naive approach.
Scenario
You want to net $25.00% on a product that costs $10.00, selling on a channel that takes $15.00% in fees. What price hits the target?
1
Step 1 · The naive answer (wrong)
A normal margin calculator does $10.00 ÷ (1 − 25%) = $13.33 — ignoring fees. At $13.33, after the 15% fee you only net about $10.00%, not 25%.
Naive price: $13.33 → nets only ~$10.00%
2
Step 2 · Gross up for the fee
Subtract the fee rate in the denominator: $10.00 ÷ (1 − 25% − 15%) = $10.00 ÷ 0.60 = $16.67.
Correct price: $16.67
3
Step 3 · Verify the margin
At $16.67, the 15% fee is $2.50. Net profit = $16.67 − $10.00 − $2.50 = $4.17. Margin = $4.17 ÷ $16.67 = $25.00%. Exactly the target.
Net profit $4.17 · margin $25.00%
4
Step 4 · Know your floor
Break-even (zero profit after fees) is $10.00 ÷ (1 − 15%) = $11.76. Never price below it.
Break-even: $11.76
The takeaway
The fee-aware price is $16.67 vs the naive $13.33 — pricing off the naive number would have quietly cost you more than half your intended margin. Switch the channel to Amazon (~15%) vs Etsy (~9.5%) to see how the right price moves with fees.
Industry benchmarks
What margins to target
Sensible net-margin targets by model. Higher-fee channels need higher prices to land the same net margin.
| Metric | Poor | Average | Good | Excellent |
|---|---|---|---|---|
Net margin target NYU Stern Sector Margins 2025 | < 8% | 8–15% | 15–30% | 30%+ |
Markup (private label) Helium 10 State of the Seller Report 2025 | < 50% | 50–100% | 100–200% | 200%+ |
Marketplace fee load Amazon/eBay/Etsy Published Fee Schedules 2026 | > 20% | 12–20% | 8–12% | < 8% |
Break-even headroom Shopify Compass Pricing Benchmarks 2025 | < 10% | 10–20% | 20–35% | 35%+ |
Gross margin (pre-fee) LittleData Ecommerce Benchmark Report 2026 | < 30% | 30–50% | 50–65% | 65%+ |
Why this calculator
Calcrux vs other pricing calculators
Generic calculators do markup or margin in isolation and ignore the fees that actually eat your margin. We price around them.
| Feature | Calcrux | Omni Calculator | Spreadsheet |
|---|---|---|---|
| Markup AND margin (both, correctly labeled) | Often confused | Manual | |
| Fee-aware target-margin gross-up | Manual | ||
| Channel fee presets (real rate data) | |||
| Fixed per-order fees handled | Rare | Manual | |
| Break-even price | Some | Manual | |
| Multi-channel price comparison | Manual | ||
| Current-price margin check | Manual | ||
| Works in any currency | Most US-only | ||
| Free, no signup | Most |
Common mistakes
Why sellers underprice
Confusing markup with margin
Why it matters
A 50% markup is a 33% margin; a 50% margin needs a 100% markup. Pricing off the wrong one means charging far less than you think. The two are not interchangeable.
Fix
Decide which you mean. We compute both and label them clearly, and the "target net margin" mode removes the ambiguity.
Ignoring fees when setting the price
Why it matters
Marketplace and payment fees are a % of the PRICE, not the cost. If you price for a 25% margin but pay 15% in fees, you actually net ~10%. The fee comes off the top of every sale.
Fix
Use target-net-margin mode — it grosses up the price so you keep your target after fees.
Forgetting the fixed per-order fee
Why it matters
Flat fees (eBay ~0.40, Etsy 0.20 + 0.25) are invisible on a 90 order but brutal on a 5 one. Left out, they make cheap products look more profitable than they are.
Fix
We add the fixed fee into the price build-up. Pick your channel to load it automatically.
Pricing below break-even on "loss-leader" deals
Why it matters
Discounts and coupons can push a price under the break-even point once fees are counted — turning a "promo" into a guaranteed loss on every unit.
Fix
Check the break-even price and headroom before discounting. Keep promos above break-even.
Building tax into the price as a cost
Why it matters
Sales tax / VAT / GST is collected from the buyer and remitted — it never belongs to you. Treating it as a cost inflates your price and distorts margin.
Fix
We exclude tax from the price math. Handle VAT-inclusive display pricing separately (see FAQ).
Using one price across channels with different fees
Why it matters
A price that nets 25% on your own store (2.9% fee) nets far less on Amazon (~15%). Selling everywhere at one price silently erodes margin on the high-fee channels.
Fix
Use the multi-channel comparison to set a per-channel price that holds your margin everywhere.
Tips
Price with confidence
Anchor on net margin, not markup
Target the margin you want to keep after fees — markup rules of thumb (e.g. "2x cost") quietly under- or over-shoot once fees and channel differ.
Price per channel
Set a higher price on high-fee marketplaces (Amazon ~15%) than on your own store (~2.9%) to hold the same net margin everywhere.
Leave discount headroom
Price with enough cushion above break-even that a 10–20% promo still profits. The headroom output shows your room.
Raise AOV to absorb fixed fees
The flat per-order fee shrinks as a % of higher-priced orders. Bundles and minimums dilute it.
Re-price when fees change
When a marketplace raises fees, your old price quietly nets less. Re-run the gross-up to restore your target margin.
Verify in the profit calculator
Once you have a price, plug it into our Amazon/Shopify/eBay/Etsy profit calculators to pressure-test the full economics.
Use cases
When sellers reach for this calculator
The Selling Price Calculator works across every stage of the workflow.
Launching a new product
Work from cost and a target margin to the exact launch price, fees already baked in — no guesswork, no underpricing.
Listing on a new marketplace
See the price you need on Amazon vs Etsy vs your own store to keep the same net margin despite different fees.
Planning a promotion
Check break-even and headroom so a discount stays profitable instead of quietly losing money on each sale.
Auditing current prices
Enter your current price to see the margin you're really netting after fees — and how far it is from your goal.
Wholesale / cost-plus
Use markup mode for cost-plus pricing, then switch to margin mode to see what it really nets.
Reacting to a fee increase
When a channel raises fees, re-run the gross-up to find the new price that restores your target margin.
Glossary
Pricing vocabulary
Every important term you'll encounter in this calculator and the broader topic.
- Markup
- The amount added on top of cost, as a % of COST. A cost of 10 + 50% markup = a price of 15.
- Margin
- Profit as a % of the PRICE. A price of 15 on a cost of 10 = 5 profit = 33% gross margin. Margin and markup are different numbers.
- Net margin
- Margin after ALL fees (marketplace + payment). The number that actually matters for your bank balance.
- Gross margin
- Margin before fees — price minus cost, over price. Always higher than net margin.
- Gross-up
- Raising a price so that, after a percentage fee is removed, the remainder equals your target. The core of fee-aware pricing.
- Break-even price
- The lowest price that nets zero after fees. Below it, every sale loses money.
- Channel fee
- The combined marketplace + payment fee taken as a % of each sale (Amazon ~15%, Shopify 2.9%, eBay ~13.6%, Etsy ~9.5%).
- Fixed fee
- A flat per-order charge independent of price (eBay ~0.40, Etsy 0.20 + 0.25). Hurts low-priced items most.
- Cost-plus pricing
- Setting price by adding a fixed markup to cost. Simple, but blind to fees and demand.
Help & answers
Frequently asked questions
Everything you need to know about how the Selling Price Calculator works.
01What is the difference between markup and margin?
Markup is profit as a % of COST; margin is profit as a % of PRICE — different numbers. A product costing 10 with a 50% markup sells for 15 (33% gross margin, not 50%). To get 50% margin you'd need 100% markup (a price of 20). This calculator computes and labels both correctly.
02How do I calculate the selling price to hit a target profit margin?
Use Price = (Cost + Fixed Fees + Shipping) ÷ (1 − Target Margin − Fee Rate). For a cost of 10, 25% target, 15% fee: 10 ÷ (1 − 0.25 − 0.15) = 16.67 — and at a price of 16.67 you genuinely net 25% after the fee. The naive formula 10 ÷ (1 − 0.25) = 13.33 ignores the fee and actually nets only ~10%.
03Why do most pricing calculators tell you to price too low?
Because they ignore that marketplace fees are a % of the SALE PRICE. The typical calculator says 10 ÷ (1 − 25%) = 13.33 for a 25% margin. But on a 15% fee channel, a price of 13.33 nets only ~10% — the fee must go in the denominator, raising the correct price to 16.67.
04How do marketplace fees change the price I should charge?
To net 25% on a product costing 10: own store (~2.9%) a price of ~13.87; Etsy (~9.5%) ~15.27; eBay (~13.6%) ~16.29; Amazon (~15%) ~16.67. Same target, four different prices — selling one flat price erodes margin on expensive channels. Use the channel selector or comparison to price each correctly.
05What is a good profit margin for an ecommerce product?
Net margins of 8–15% are common but thin; 15–30% is healthy with room for ads and returns; 30%+ is excellent. Private-label sellers often target 100–200% markup (50–67% gross margin). Whatever you target, anchor on NET margin (after fees) — markup rules of thumb quietly miss once channel fees differ.
06What is break-even price and how do I find mine?
Break-even = (Cost + Fixed Fees + Shipping) ÷ (1 − Fee Rate). On a product costing 10 with 15% fee: 10 ÷ 0.85 = a price of 11.76. A promo can push a thin price below break-even, turning every discounted unit into a loss. The calculator shows your break-even and headroom above it.
07Does this calculator handle per-order fixed fees?
Yes. Flat fees (eBay ~0.40, Etsy 0.20 + 0.25) go in the price formula's numerator. Pick your channel to load the typical fixed fee automatically. They're easy to forget and disproportionately hurt low-priced items — leaving them out makes cheap products look more profitable than they are.
08Should I include shipping and sales tax when pricing a product?
Include shipping you absorb — it's a real cost and the calculator folds it into the price. Do NOT include sales tax, VAT, or GST: you collect and remit it, it's not your money. For VAT-inclusive markets, set the price excluding VAT here, then add VAT on top for display.
09How do I price the same product across Amazon, Shopify, Etsy and eBay?
Set one target net margin, then let the fee difference set the price per channel. The channel selector loads each fee; the multi-channel comparison shows all prices side by side. Same target, different prices — the only way to hold the same net margin everywhere.
10How accurate are the channel fee presets and where do they come from?
Presets come from the same rate data behind our Amazon, Shopify, eBay, Etsy, and Flipkart calculators (last verified 2026-05-29). Blended defaults: Amazon ~15%, eBay ~13.6%, Etsy ~9.5%, Shopify 2.9%. Your exact rate varies by category and country — so the fee is always shown back to you and overridable.
11Can I use this for cost-plus or wholesale pricing?
Yes — switch to "markup on cost" mode for classic cost-plus pricing (price = cost × (1 + markup)). It's the standard for wholesale and manufacturing. After you set a markup, glance at the realized net margin output: it shows what that markup actually nets once channel fees apply, which is usually lower than the markup percentage suggests.
12Why is my real margin lower than my markup percentage?
Two reasons. First, markup and margin use different bases — a 50% markup is only a 33% gross margin. Second, marketplace fees reduce net margin further. A product costing 10 marked up 50% to 15 (33% gross), after a 15% fee (~2.25), nets only ~18%. That gap is what this calculator makes visible.
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Category
Ecommerce Seller Operations
Subcategory
financial profitability
Availability
Global · 9 markets
Price
Free forever
Topics
selling pricepricingprice calculatorprofit marginmarkuptarget margincost plusecommercemarketplace feescalculatorhow to calculate selling priceretail price calculator
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