At the minimum order (50 units)
Order revenue
$1,500
Order gross profit
$750
Pricing
Wholesale Pricing Calculator
Set wholesale price, retail price, and MOQ revenue from unit cost and overhead using cost-plus, keystone, or target-margin strategies.
Result
Recommended wholesale price
$30
Landed cost
$15
Keystone retail
$60
Recommended retail (RRP)
$60
Wholesale margin
50.0%
Healthy — strong wholesale margin above 50%.
Price tier comparison
Landed cost to wholesale to recommended retail.
Landed cost
$15
Wholesale
$30
Recommended retail (RRP)
$60
How to use it
- Enter unit cost, overhead per unit, pricing strategy, wholesale markup or target margin, retail markup, and MOQ. Landed cost should include packaging, storage, fulfillment prep, and any per-unit overhead the buyer deal will actually consume.
- Read the recommended wholesale price, landed cost, keystone retail price (2× wholesale), recommended retail price at your retail markup, wholesale margin, and the revenue and gross profit on a minimum order; the chart lines up landed cost, wholesale, and retail. There is no single healthy wholesale margin: it has to cover returns, discounts, freight and your overhead and still leave the retailer room for their markup.
- Interpret the wholesale price in channel context. If the resulting retail price leaves the buyer less than about a 2x markup path, sell-through becomes harder and retailers will either resist the line or demand concessions later.
- Use the output to set line-sheet prices, choose between cost-plus, keystone, and target-margin strategies, and negotiate MOQ. Never quote at or below landed cost just to win placement, because a low-margin wholesale account can create revenue with almost no contribution.
- Re-run when COGS, freight, retailer terms, or pack-out changes. Track landed cost and wholesale margin by SKU over time because a single slow-moving, thin-margin product can turn a seemingly good account unprofitable.
Questions people usually ask
What is wholesale pricing?
Wholesale pricing is the price a manufacturer or brand charges a retailer or distributor for bulk purchases. It is lower than the retail price to give the reseller a margin. Keystone pricing, one common convention, sets it at 2× landed (production + overhead) cost; cost-plus and target-margin pricing set it from your own markup or margin target. The calculator supports all three.
What is keystone pricing?
Keystone pricing sets the wholesale price at 2× landed cost, and the retail price at 2× wholesale — so the retail price is 4× your cost. It is a long-standing rule of thumb in consumer-goods retail, simple rather than tailored to your costs.
What is the difference between margin and markup?
Markup is profit divided by cost. Margin is profit divided by selling price. A 100% markup on a $10 cost gives a $20 price and a 50% margin. Both describe the same profit in different terms — which you use depends on what your buyer or accountant asks for.
What is a good wholesale margin?
There is no single benchmark we would stand behind. Your wholesale margin has to cover returns, discounts, freight and your own overhead, and still leave the retailer room for their markup: many retailers price at about double the wholesale cost (keystone pricing). Work backward from the retail price your product can carry.
What is MOQ?
MOQ (Minimum Order Quantity) is the smallest number of units a buyer can order per transaction. A higher MOQ improves your per-unit economics by spreading fixed overhead, but increases the barrier for new buyers.
Is this tool free and private to use?
Yes. AI Biz Hub tools run entirely in your browser with no signup required. Inputs stay local unless you share the URL.
Is this financial advice?
No. Outputs are planning estimates only. For pricing strategy tied to contracts, export compliance, or distribution agreements, consult a qualified business advisor.
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Background on the Wholesale Pricing Calculator
- Examples Markup Examples
Four worked markup cases: the selling price you need when unit cost rises or your margin target moves, with the equivalent markup on cost.
Articles
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Use it from code
The same calculation as a JavaScript module you can import. It runs where you import it, with no request, key or rate limit.
import { compute } from "https://aibizhub.io/engines/wholesale-pricing-calculator.js";Input and output contract, TypeScript types and the guide for agents.