Selling Price Calculator

Markup is a percentage added on top of your COST; margin is profit as a percentage of the PRICE. They are not the same. A $10 item with a 50% markup sells for $15 — but $5 profit on a $15 price is a 33% gross margin, not 50%. To get a 50% margin you'd need a 100% markup ($20 price). Pricing off the wrong one is the most common reason sellers under- or over-charge, which is why this calculator computes and labels both.

Use Price = Cost ÷ (1 − Margin) for a simple gross margin. But if you sell on a marketplace, you must also account for the fee, because it comes off the price: Price = (Cost + Fixed Fees + Shipping) ÷ (1 − Target Margin − Fee Rate). For example, a $10 cost, a 25% target, and a 15% fee gives $10 ÷ (1 − 0.25 − 0.15) = $16.67 — and at $16.67 you genuinely net 25% after the fee. This tool does that automatically.

Because they ignore that marketplace and payment fees are a percentage of the SALE PRICE. A typical calculator solves $10 ÷ (1 − 25%) = $13.33 for a 25% margin. But on a channel that takes 15%, $13.33 only nets about 10% after the fee — not 25%. The fee has to be subtracted in the denominator (the "gross-up"), which raises the correct price to $16.67. Calculators that treat fees as a flat add-on, or ignore them, consistently underprice.

The higher the fee, the higher the price you need to net the same margin. To keep a 25% net margin on a $10 product (fee % only — the calculator also adds each channel's small fixed fee): on your own store (~2.9%) about $13.87; on Etsy (~9.5%) about $15.27; on eBay (~13.6%) about $16.29; on Amazon (~15%) about $16.67. Same product, same target margin, four different prices — which is why pricing one flat number across channels erodes your margin on the expensive ones. Use the channel selector or the comparison to price each one correctly.

It depends on the model. Net margins of 8–15% are common but thin; 15–30% is healthy and gives room for ads and returns; 30%+ is excellent. Private-label sellers often target 100–200% markup (which is a 50–67% gross margin) to leave room for fees and advertising. Whatever you target, anchor on NET margin (after fees), not markup — markup rules of thumb quietly miss once channel fees differ.

Your break-even price is the lowest price that nets zero profit after fees — below it, every sale loses money. The formula is (Cost + Fixed Fees + Shipping) ÷ (1 − Fee Rate). On a $10 product with a 15% fee, that's $10 ÷ 0.85 = $11.76. This matters most when discounting: a 20%-off promo on a thin price can drop you below break-even and turn a "deal" into a loss on every unit. The calculator shows your break-even and your headroom above it.

Yes. Flat per-order fees — eBay's ~$0.40, Etsy's $0.20 listing + $0.25 processing, Amazon per-order charges — are added into the price build-up correctly (in the numerator, not multiplied). Pick your sales channel to load the typical fixed fee automatically, or enter your own. These flat fees are easy to forget and disproportionately hurt low-priced items, so leaving them out makes cheap products look more profitable than they are.

Include shipping you absorb (free-shipping offers) — it's a real cost, and the calculator folds it into the price. Do NOT include sales tax, VAT, or GST as a cost: you collect it from the buyer and remit it to the government, so it never belongs to you. Building tax into your price inflates it and distorts your margin. If you sell in VAT-inclusive markets (EU/UK), set your price excluding VAT here, then add VAT on top for the displayed price.

Set one target net margin, then let the fee difference set the price per channel. Because each channel's fee is different, the price that nets your target is different on each. The calculator's channel selector loads each channel's typical fee, and the multi-channel comparison shows all the prices side by side, so you can keep the same net margin everywhere instead of guessing.

The channel presets are composed from the same verified rate data behind our Amazon, Shopify, eBay, Etsy, and Flipkart fee calculators (last verified 2026-05-29), so they stay consistent and update when the underlying rates change. They are sensible BLENDED defaults (e.g. Amazon ~15% referral, eBay ~13.6% FVF + $0.40, Etsy 6.5% + 3% processing, Shopify 2.9%). Your exact rate varies by category, country, and payment method — so the fee is always shown back to you and fully overridable.

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.

Two reasons. First, markup and margin are different bases — a 50% markup is only a 33% gross margin. Second, marketplace and payment fees come off the price after the sale, so your NET margin is lower still. A $10 item marked up 50% sells for $15 (33% gross margin), but after a 15% fee (~$2.25) you net $2.75 — about 18%. That gap between markup, gross margin, and net margin is exactly what this calculator makes visible.