Calculate the selling price you need from cost, target margin, or markup
Formula: Selling price = Cost ÷ (1 − Target margin%). Margin uses selling price as the base; markup uses cost as the base.
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<iframe src="https://sellertoolsonline.com/selling-price-calculator/?embed=1" style="width:100%;max-width:560px;height:760px;border:0;" title="Selling Price Calculator" loading="lazy"></iframe> <p>Free <a href="https://sellertoolsonline.com/selling-price-calculator/">Selling Price Calculator</a> by SellerTools Online</p>
This selling price calculator is for sellers, retailers, and small businesses that need to turn product cost into a clear list price. Enter your cost per unit, choose whether you want to price from target margin or markup, and see the selling price, profit per unit, margin, and markup in one view. Use it before listing a product, quoting a wholesale buyer, setting a Shopify price, testing an Amazon or Etsy product, or checking whether a discount still leaves enough profit. It is especially useful when searches like price from cost and margin, cost plus markup calculator, or how much should I sell this for describe the same practical question: what price should I charge? The page is intentionally narrow: it does not try to model every channel fee, but it gives you the price floor to test before using platform-specific profit tools.
If your cost is $15 and you want a 30% margin, the selling price is $21.43 and profit per unit is $6.43.
If your cost is $20 and you use a 50% markup, the selling price is $30. That equals a 33.3% margin, not a 50% margin.
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A selling price calculation should start with the cost you must recover and the profit rule you want to use. Margin and markup both produce a price, but they use different bases, so sellers should check both before publishing a final price.
Start with the cost that belongs to one sale. For product sellers, this can include COGS, packaging, inbound freight, platform fees, payment fees, fulfillment fees, or any other variable cost you want covered by the price.
Use margin when you want profit as a percentage of the final selling price. Use markup when you want to add a percentage on top of cost. The calculator shows both results so you can see how the two methods compare.
Enter the target margin or markup you want to test. For margin-based pricing, the target must stay below 100%. For markup-based pricing, higher percentages simply add more profit above cost.
Use the selling price as your first price floor before coupons, discounts, free shipping, or marketplace-specific adjustments. Then check the dollar profit to make sure the price leaves enough cash, not only a good-looking percentage.
After calculating the required price, compare it with similar products. If your required price is too high, revisit cost, packaging, supplier terms, or fee assumptions before lowering your margin.
Run the calculator again before offering a discount, bundle price, or free shipping. A small price change can move margin quickly, especially for low-ticket products or products with fixed marketplace fees.
Use this formula: Selling Price = Cost ÷ (1 - Target Margin). If cost is $15 and target margin is 30%, the selling price is $15 ÷ 0.70 = $21.43. The calculator does this automatically and also shows profit per unit.
Use this formula: Selling Price = Cost × (1 + Markup). If cost is $20 and markup is 50%, the selling price is $20 × 1.50 = $30. The matching margin is 33.3%, because margin is based on selling price, not cost.
Use margin when you want to understand how much of the final sale price remains as profit. Use markup when you want to add a percentage directly on top of cost. Ecommerce sellers often check both because marketplace fees, ads, and shipping can make markup look healthier than the actual margin.
Include product cost, packaging, inbound freight, marketplace fees, payment fees, fulfillment cost, shipping subsidies, and any variable cost you want the sale price to cover. If you leave fees out, the calculated price may look profitable before the sale but weak after the order is fulfilled.
No. Selling price is what the customer pays. Profit margin is the percentage of that price left after cost. A $30 price with $20 cost leaves $10 profit and a 33.3% margin.
Yes. Use it for any channel if your cost input includes the right costs for that channel. Amazon may need referral and FBA fees, Etsy may need listing and payment fees, eBay may need final value fees, and Shopify may need payment processing and shipping costs.
Learn how landed cost, markup, margin, fees, and shipping affect product pricing in our product pricing guide.
