MSRP Calculator
Recommended retail price from your wholesale price.
Suggested retail price
$40.00
giving the retailer 50.0%
MSRP is a suggestion. In most jurisdictions you cannot dictate the price a reseller actually sells at — a MAP policy on advertised price is the usual mechanism.
How the MSRP Calculator works
MSRP is the price you want your product seen at. Set it too low and retailers will not stock it because the margin is thin; set it too high and it sits on shelves while competitors sell. It has to work for both sides.
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
How is MSRP calculated?
Wholesale price ÷ (1 − retailer margin). A £20 wholesale price supporting a 50% retailer margin gives a £40 MSRP. Larger retailers often need 55-60%, which pushes the MSRP higher still.
Is MSRP legally enforceable?
Generally not — it is a suggestion, and in most jurisdictions dictating a minimum resale price is restricted or unlawful. MAP policies, which govern advertised rather than sold prices, are the usual mechanism instead.
Why do retailers discount below MSRP?
To compete, to clear stock, or because their cost base allows it. Persistent discounting below MSRP erodes brand positioning and makes it harder to recruit other stockists, which is why brands police advertised pricing.
Should my own direct price match MSRP?
Usually yes. Undercutting your own stockists is the fastest way to lose them, and they will notice. Selling direct at MSRP keeps the channel viable while you keep the full margin on those sales.