Keystone Pricing Calculator
Double the cost — and whether that is enough.
Keystone price
$30.00
50% margin before other costs
How the Keystone Pricing Calculator works
Keystone means doubling the cost — a 100% markup and a 50% margin. It survives as a default because it is easy and roughly covers a traditional store's overheads. Whether it covers yours is a different question.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
What is keystone pricing?
Setting retail at twice the wholesale or unit cost. A £15 cost becomes a £30 price. In margin terms that is 50%, which is where the century-old convention comes from.
Is keystone still relevant?
As a starting point, yes. As a rule, less so — online sellers face marketplace fees and advertising costs a traditional shop did not, which is why many now use double or triple keystone in categories that support it.
What is triple keystone?
Three times cost, giving a 66.7% margin. Common in jewellery, gifts and fashion accessories where the cost base is low relative to perceived value and returns or slow turnover need absorbing.
When does keystone fail?
When per-unit costs beyond the product are high — heavy shipping, high return rates, expensive acquisition. A 50% margin sounds comfortable until 15% goes to fees and another 20% to advertising.