Calculators
Wholesale Price Calculator
Set wholesale and suggested retail prices from production cost, your target margin and the retailer markup.
- Runs in your browser
- Nothing uploaded
The tool
Enter your numbers below. Results update as you type, and nothing leaves your browser.
Everything you enter stays on your own machine. Nothing is sent to us or to anyone else, which you can confirm in your browser network tab.
What people use it for
- Preparing a wholesale price list
- Pitching products to retailers
- Checking whether a product can work in retail
- Setting a recommended retail price
About this tool
What the Wholesale Price Calculator does
Wholesale pricing has to leave margin for two businesses: yours and the retailer’s. This calculator sets the wholesale price from your cost and target margin, then applies the retailer’s markup (often double, known as keystone) to suggest a retail price and show the retailer’s margin.
Formula
- Wholesale price = cost ÷ (1 − target margin)
- Retail price = wholesale price × retailer markup
- Retailer margin = (retail − wholesale) ÷ retail
Worked example
Using the starting values in the calculator above:
| Input | Value |
|---|---|
| Production cost per unit | $10.00 |
| Your target margin | 50% |
| Retailer markup multiplier | 2 |
| Result | Value |
|---|---|
| Wholesale price | $20.00 |
| Suggested retail price | $40.00 |
| Your profit per unit | $10.00 |
| Retailer margin | 50.0% |
| Retail price ÷ cost | 4.00x |
How to read the result
A product sold through retailers usually needs a retail price four to five times its production cost, which is why direct-to-consumer brands can undercut on price.
Check the suggested retail price against competitors before committing; if it is too high, reduce cost before cutting margin.
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Questions
Questions about this tool
The things clients actually want to know — costs, timelines, ownership and what happens after launch.
Divide your cost by (1 − your target margin). A 10-dollar cost at a 50% margin gives a 20-dollar wholesale price.
Retail pricing at double the wholesale price, giving the retailer a 50% margin.
Margin is profit as a share of the selling price; markup is profit as a share of cost.
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