Pricing & Profit Calculator
Reverse-price from your landed cost: the selling price a target margin needs after price-based fees, and the profit any price really leaves.
Most pricing maths fails sellers in the same place: the biggest fee is charged as a percentage of the final selling price, so you cannot simply add your costs and a margin on top — the fee grows with the very price you are solving for. This calculator starts where an importing seller actually stands, with the per-unit landed cost, folds the price-based percentage fees into the solve itself, and answers the two questions pricing really consists of: what price does my target gross margin require, and what profit does a price I am considering actually leave?
Enter your per-unit landed cost, the costs and flat fee around it, and your own combined percentage fee rate. Note: there is deliberately no built-in table of marketplace fee rates on this page — rates differ by marketplace, category and account and change over time, so the percentage is always the one from your own fee statement.
Estimate only — this result is an estimation aid, not financial, tax or accounting advice. The percentage fee rate is your own entry, taken from your own fee statement: this page contains no built-in marketplace or payment fee rates, because those rates differ by marketplace, category, account tier and fulfilment method and change over time. Costs you do not enter — returns, advertising, storage, taxes — are not in the result. Last verified: November 2026.
Quick answers
How do you calculate the selling price needed for a target gross margin when fees are charged on the price?
Add the costs that do not depend on the price — landed cost per unit + other per-unit costs + fixed fee per order — then divide by (1 − fee rate − target margin). With a landed cost of $12.78, other costs of $1.22 and a $0.30 fixed fee, costs total $14.30; at a 15% fee rate and a 20% target margin, the required price is $14.30 ÷ (1 − 0.15 − 0.20) = $14.30 ÷ 0.65 = $22.00, where the fees are $3.30 and the profit is $4.40 — exactly a 20% margin.
The division is the point. Because the fee is a percentage of the final price, adding 20% on top of costs would leave less than a 20% margin once the fee took its share of the higher price. Solving with the denominator accounts for the fee at the price you will actually charge, and the breakdown under the result recomputes the margin from the rounded price, fees and profit so you can see the target was hit, not just asserted.
How do you check the profit at a selling price you are considering?
Profit = selling price − landed cost per unit − other per-unit costs − fixed fee per order − (fee rate × selling price). At a $25.00 price with $14.30 of costs and a 15% fee rate: fees are $3.75, profit is $6.95, the gross margin is 27.80% of the price, and the markup is 48.60% of the costs.
Use this direction to test prices the market suggests — a competitor’s price, a round number, a promotional price — instead of only solving for your ideal one. If the profit at a realistic price is too thin, the same page shows what raising the target margin would demand, so you can judge whether the gap is a pricing problem or a cost problem.
Why does this calculator ask you to enter the fee rate instead of listing marketplace fees?
Because there is no single correct rate to list. Marketplace and payment fees differ by platform, product category, account tier and fulfilment method, and the schedules change over time — a built-in table would be wrong for most sellers immediately and stale for the rest soon after. This page therefore contains no built-in marketplace fee table at all: you enter the one combined percentage from your own fee statement.
Combine the percentages that are charged on the selling price into the one field: for example, a marketplace referral or selling fee of 12% plus payment processing of 3% is entered as 15%. Flat per-order amounts do not belong in that field — put them in the fixed fee per order field instead, where the maths treats them correctly as a fixed cost rather than a share of the price.
How to use
- Enter your landed cost per unit in USD — the per-unit figure from the US Landed Cost Calculator on this site, or your own equivalent calculation.
- Add any other per-unit costs that are not already inside that landed figure — packaging, inserts, per-unit domestic shipping or labelling — and the fixed fee per order, if your channel charges a flat amount per order.
- Enter your combined percentage fee rate: every fee charged as a percentage of the selling price (marketplace plus payment fees), added together, taken from your own current fee statement. This page has no built-in rates to pick from.
- Set the target gross margin you need, and read the required price with its full breakdown — the fees and profit at that price, and the margin recomputed as a check.
- Test any selling price in the last field to see the profit it leaves, its gross margin and its markup, then adjust costs, fees or margin and watch both answers update as you type.
About this tool
The required-price solve is one division: total costs (landed cost per unit + other per-unit costs + the fixed fee per order) divided by (1 − fee rate − target margin). The denominator is what is left of each sales dollar after the percentage fees and your margin take their shares; your costs have to fit inside it. That is also why the combination can become impossible — if the fee rate and the target margin add up to 100% or more, nothing is left for costs at any price, and the calculator says so plainly instead of printing a negative or infinite price.
The fee rate is a single combined field, and it is always yours to type. This page ships no built-in table of marketplace fee rates — deliberately, and permanently. Marketplace and payment fees differ by platform, category, account tier and fulfilment method, and the schedules change; a built-in table would be wrong for most sellers on the day it shipped and quietly stale for everyone else afterwards. Read the combined rate off your own fee statement — for example, your referral or selling fee plus your payment processing percentage, added together — and update it here whenever your statement changes.
Homogeneity note: this tool is a different job from this site’s Cost & Profit Margin Calculator. That tool starts from a known unit cost, spreads extra-cost rows over a quantity, and reports margin and markup at a price you already have. This tool starts from the per-unit landed cost produced by importing — the figure the US Landed Cost Calculator on this site works out — treats percentage fees charged on the price as part of the equation rather than a cost row, and answers the break-even and target-margin price question: the price you must charge, not just the margin at a price you picked. If you are not importing and have no price-based fees, the other tool is the simpler fit; if you are pricing an imported product into a marketplace, this is the one built for that sequence.
Everything runs in your browser. The values you enter are business data: they are never uploaded, sent to a server, stored, or written into the page’s URL, so a copied link can never carry them. Inputs and results live in page memory only — leaving them is your choice, via the figures you note down, and nothing is kept for you.
How it works
Required price for a target gross margin = (landed cost per unit + other per-unit costs + fixed fee per order) ÷ (1 − percentage fee rate − target gross margin rate), where both rates are entered as percentages and used as decimals. Worked: ($12.78 + $1.22 + $0.30) ÷ (1 − 0.15 − 0.20) = $14.30 ÷ 0.65 = $22.00. If the fee rate plus the target margin is 100% or more, the denominator is zero or negative and no selling price can reach that margin at that fee rate.
Profit at a given price = selling price − landed cost per unit − other per-unit costs − fixed fee per order − (percentage fee rate × selling price). Gross margin % = profit ÷ selling price × 100. Markup % = profit ÷ (landed cost per unit + other per-unit costs + fixed fee per order) × 100. Worked: $25.00 − $14.30 − (15% × $25.00) = $25.00 − $14.30 − $3.75 = $6.95 profit; margin $6.95 ÷ $25.00 = 27.80%; markup $6.95 ÷ $14.30 = 48.60%. Money amounts are rounded to cents (half up); percentages are shown to two decimal places.
Worked examples
Required price — $14.30 of costs, 15% fees, 20% target margin: Landed cost per unit $12.78 + other per-unit costs $1.22 + fixed fee per order $0.30 = $14.30 of costs that do not depend on the price. Required price = $14.30 ÷ (1 − 0.15 − 0.20) = $14.30 ÷ 0.65 = $22.00. At $22.00 the percentage fees are 15% × $22.00 = $3.30 and the profit is $22.00 − $14.30 − $3.30 = $4.40, which is exactly 20% of the price — the target margin, confirmed by the breakdown rather than assumed. (These are the calculator’s default inputs, so the live page shows exactly this case.)
Profit at a $25.00 price — same costs, same 15% fee rate: Selling price $25.00 − costs $14.30 − percentage fees (15% × $25.00 = $3.75) = $6.95 profit per unit. Gross margin = $6.95 ÷ $25.00 = 27.80%. Markup = $6.95 ÷ $14.30 = 48.60%. Same profit, two percentages: margin divides by the price, markup divides by the costs, which is why the markup figure is always the larger of the two on a profitable sale.
What each input means and where it comes from
| Input | What it is | Where it comes from |
|---|---|---|
| Landed cost per unit (USD) | Everything it cost to get one unit into your warehouse: goods, international freight, duty, customs fees and insurance, divided by the units in the shipment | The per-unit result of the US Landed Cost Calculator on this site, or your own landed-cost calculation |
| Other per-unit costs (USD) | Costs paid once per unit sold that are not already inside the landed cost — packaging, inserts, labels, per-unit domestic postage | Your packaging and postage costs |
| Fixed fee per order (USD) | A flat amount charged once per order, independent of the selling price | Your channel’s fee schedule, as a flat dollar amount — not a percentage |
| Percentage fees on the selling price (%) | ONE combined percentage: every fee charged as a share of the selling price (marketplace / selling fee plus payment processing), added together | Your own current fee statement. Deliberately NOT built into this page — rates differ by marketplace, category, account and fulfilment method, and they change over time |
| Target gross margin (%) | The share of the selling price you need to keep as gross profit after costs and percentage fees | Your pricing decision — the margin your business model requires |
| Selling price to analyse (USD) | Any price you want tested — a competitor’s price, a round number, a planned promotion | Your market research; the calculator reports the profit, gross margin and markup it leaves |
No marketplace or payment fee schedule is reproduced or built into this page, by design: the applicable percentages are the ones on your own fee statement today. The landed-cost input follows the definition used by this site’s US Landed Cost Calculator (goods + freight + duty + MPF + HMF on ocean cargo + insurance + other charges, divided by units). Last verified: November 2026.
Frequently asked questions
Why is there no built-in table of marketplace fee rates?
Because it would be wrong twice over. First, there is no one rate: marketplace and payment fees differ by platform, product category, account tier and fulfilment method, so most sellers would find a rate that is not theirs. Second, the schedules change over time, so even a rate that was right when the page was written goes stale silently. A built-in table looks authoritative while quietly wrecking the estimate. Your own current fee statement is the only reliable source, which is why the combined percentage is a field you fill in — and why this page will not ship one.
What is the difference between gross margin and markup?
They divide the same profit by different things. Gross margin = profit ÷ selling price — the share of each sales dollar you keep. Markup = profit ÷ total costs — how far above cost the price sits. A $6.95 profit on $14.30 of costs sold at $25.00 is a 27.80% margin and a 48.60% markup. The mix-up is expensive in one direction: pricing for a 20% markup when you need a 20% margin leaves you short, because a 20% markup is only a 16.67% margin. This page shows both, from the same profit, so the two can never be confused on it.
Why does the calculator say no price can reach my margin?
Because the percentage fees and the target margin are both shares of the same selling price. If they add up to 100% or more, together they claim the whole price — and more — leaving nothing to cover your landed and other costs, at any price, however high. Raising the price cannot help, because the fees rise with it. The only fixes are in the inputs: a lower target margin, a lower fee rate (a different channel or tier), or lower costs so a smaller margin still leaves the profit you need.
How is this different from the Cost & Profit Margin Calculator?
That tool starts from a known unit cost, spreads named extra-cost rows over a quantity, and reports the margin and markup at a price you already have — and its reverse solve divides by (1 − margin) only. This tool starts from the per-unit landed cost of an imported product, treats percentage fees charged on the price as part of the equation (the denominator is 1 − fee rate − margin, which is a harder and, for marketplace sellers, more honest solve), and separates the flat per-order fee from the percentage fees because the maths handles them differently. Different starting point, different fee treatment, different question.
What goes in “other per-unit costs” and the “fixed fee per order”?
Other per-unit costs: anything you pay once per unit sold that is not already inside your landed cost — packaging, inserts, labels, per-unit domestic postage. Fixed fee per order: a flat amount charged once per order regardless of price — a per-order referral or fulfilment flat fee, for example. Keep the split honest: amounts that scale with the price belong in the percentage field, amounts that scale with units belong in other per-unit costs, and amounts that scale with orders belong in the fixed fee. Double-counting a cost in two fields understates your profit; leaving one out overstates it.
What happens to the figures I type?
They are used for the arithmetic on this page and nothing else: not sent to any server, not stored in your browser, and never written into the page’s URL (in the query string or after the #), so a copied link or a server log can never carry them. Inputs and results live in page memory only. Close or refresh the page and they are gone.
First time embedding? Read the step-by-step guide →
More free tools
Merchandise Processing Fee Calculator
Estimate the US Merchandise Processing Fee (MPF) on an import entry — FY2027 CBP rates: 0.3464% of value, minimum $34.58, maximum $670.86.
Cost & Profit Margin Calculator
Total cost, unit cost, profit, margin and markup — plus the price you need for a target margin.
US Landed Cost Calculator
The full cost of an import landed in the US — goods, freight, duty at your rate, MPF, HMF and insurance, totalled and per unit.
A+ Brief Studio
Turn a product photo and your selling points into an Amazon A+ / Shopify product-page creative brief — module copy structure, hero-image storyboard and a comparison outline, generated in your browser.
AQL Calculator
Look up the AQL sampling plan for your lot: code letter, sample size and accept / reject numbers per ANSI/ASQ Z1.4 and ISO 2859-1.
Barcode Check Digit Validator
Validate the check digit on a UPC, EAN, GTIN, ISBN or SSCC code — or calculate the right one — with the GS1 working shown.