Wholesale Price Calculator
Set your unit cost and the margin you want, and get the wholesale price to quote plus a suggested retail MSRP.
Wholesale price to quote
The detail behind it
Suggested MSRP
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Profit / unit
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Retail markup
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How the math works
Wholesale price = cost ÷ (1 minus wholesale margin%). MSRP = wholesale × retail multiplier (a 2x keystone is common).
Profit = wholesale minus cost. Retail markup = (MSRP minus cost) ÷ cost.
How wholesale pricing works
When you sell to retailers, your wholesale price has to cover your cost and leave your own margin, while still leaving the retailer enough room to mark it up to a sensible shelf price. Pricing from your target margin keeps both sides healthy.
Wholesale price is set from a margin on your cost; MSRP is then derived with a retail multiplier. A 2x 'keystone' markup from wholesale to retail is the classic default, though many categories run higher.
If your wholesale margin reaches 100%, there's no finite price that works. Keep it well below that.
Frequently asked questions
How is wholesale price calculated?
Wholesale = cost ÷ (1 minus your target wholesale margin%). That guarantees the margin you want on each wholesale unit.
What is keystone pricing?
Keystone is doubling the wholesale price to set retail (a 2x multiplier). It's a common default; premium or low-velocity categories often use more.
How do I set MSRP?
Multiply the wholesale price by a retail multiplier. The calculator uses your multiplier to suggest an MSRP and shows the implied retail markup over cost.
Is it free?
Yes, free with no signup; it runs in your browser.
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