Wholesale Pricing Calculator
Set your unit cost and target wholesale margin to get a wholesale price your retailers can resell profitably. Apply a retail multiplier (keystone is 2x) to land on a recommended MSRP.
Quick answerWholesale = cost ÷ (1 − wholesale margin). MSRP = wholesale × retail multiplier. $8 cost @ 50% wholesale margin → $16 wholesale → $32 MSRP at keystone.
Your numbers
Edit any field — results update as you type.
$
%
×
Wholesale price
$16.00
$8.00 profit per unit at 50% wholesale margin.
Recommended MSRP
$32.00
Retailer margin
50.0%
Retailer profit
$16.00
Multiplier
2.0×
Sanity check: if MSRP is wildly above your direct-to-consumer price, retailers won't bother carrying the product. Keep DTC within 10–15% of MSRP, or sell DTC at MSRP and let your retailers run their own promotions.
The wholesale pricing chain
Cost → wholesale → MSRP. Each link in the chain has to leave enough margin for the next party. If your wholesale margin is too thin you can't survive a slow quarter; if the retailer's keystone math doesn't pencil out, they won't reorder.
Frequently asked
Related calculators
Last updated: 2026-05-14