Product Price Calculator

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.

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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.
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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

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Read: How to Price a Product (a step-by-step method)

Total your real costs, pick the margin your business needs, sanity-check the market, and leave room to discount.

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Last reviewed: 2026-09-18