Markup calculator
Enter what a product costs you and the markup you want. You get the selling price, the profit per unit and the margin that markup actually gives you, plus a conversion table for common markups.
Markup to margin
| Markup | Margin | Price |
|---|
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Markup = profit / cost. Margin = profit / price. Gross figures only: marketplace fees, shipping labels and ads come out of the profit shown. Fee figures in the text are US rates as of October 2026.
That's one product. Which of yours lose money?
The Seller Profit Sheet does this math for every product at once. Paste your Etsy or Shopify sales export (or type in Amazon and eBay sales) and it shows net profit per product after fees, labels, discounts, returns and ad spend, with a red LOSING MONEY flag on anything underwater. Excel and Google Sheets, one-time $14, no subscription.
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How markup works
Markup is the amount you add on top of your cost, written as a percentage of that cost. A $8 product with a 150% markup gets $12 added, so it sells for $20.00. The $12 is gross profit, and it is 60.0% of the price. That 60% is the margin.
Price = cost x (1 + markup) | Margin = markup / (1 + markup) | Markup = margin / (1 - margin)
Markup is easy to apply when you know your cost. Margin tells you how much of each sale you keep. Use markup to set the price and margin to judge it.
Why a "2x markup" is not a 100% margin
When people say they price at "2x" or "double cost", they mean the price is twice the cost. On a $8 item that is $16. The markup is 100%, because you added 100% of the cost. The margin is only 50.0%, because the $8 profit is half of the $16 price.
The confusion runs the other way too. A 100% margin is impossible, since it would mean the product was free. And "3x cost" is a 200% markup, not 300%: a $8 item sells for $24.00 and the margin is 66.7%.
Common markups for makers and resellers
Doubling cost (100% markup, 50% margin) is often called keystone pricing in retail. Handmade sellers who also sell wholesale often double cost to get a wholesale price, then double again for retail. That is a 300% markup on cost, a $32.00 retail price on an $8 cost and a 75.0% margin, which leaves the shop selling it wholesale with its own 50%.
Whatever markup you choose, check it against your selling costs. Etsy's US fees take roughly 10-11% of a typical order and Amazon's referral fee is 15% in most categories. A 25% markup gives only a 20.0% margin, so fees alone would take half of it.
Questions
What markup do I need for a 30% margin?
42.9%. Divide the margin by 1 minus the margin: 0.30 / 0.70 = 0.429. On a $8 cost that is a price of about $11.43.
Is 100% markup the same as 2x?
Yes. A 100% markup doubles the cost, so a $8 item sells for $16.00. The margin on that sale is 50.0%.
How do I convert markup to margin?
Divide the markup by 1 plus the markup. A 150% markup is 1.5 / 2.5 = 60.0% margin. A 50% markup is 0.5 / 1.5 = 33.3%.
Should I use markup or margin to price?
Either works if you are consistent. Markup is quicker when you start from cost. Margin is better for comparing products and for checking that fees and ads are covered, because they are charged as a share of the price.