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Price and profit on marketplaces

Compare how much you keep from each sale on Amazon, eBay, Etsy, Walmart and your own store: commission, fixed fees, seller-paid shipping, taxes and costs. See the real margin on each channel and the minimum price for the margin you want.

Educational simulation. Not investment advice. Results are estimates based on the data you enter and do not replace advice from a qualified professional.

Reviewed on Oct 31, 2026

Example fees, approximate for 2026. Commissions vary by category, price range and listing type, and they change often: check each marketplace’s seller center and adjust.

Sales channels

Other fees: sponsored ads, payment processing, fulfillment programs. On Etsy, the fixed fee adds the listing fee and the payment processing fee; on eBay, the per-order fee. Your own store pays card processing and the marketing that brings in visitors.

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—Channel with the most profit per sale
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Where the price goes on each channel

How the selling price splits into product cost, taxes, channel fees, shipping and what is left as profit.

Tap the chart to see the values.

Minimum price for the target margin

The price each channel needs to leave the margin you set. The line is the current price.

Tap the chart to see the values.

Channels

The summary lists your inputs, results, formulas, assumptions and sources. The full report also includes the charts and interpretations, in color. In the print dialog, choose Save as PDF.

Method, assumptions and sources

Formulas

Profit per sale = price × (1 − taxes − commission − other fees) − product cost − packaging − fixed fee − seller-paid shipping
Minimum price = (cost + packaging + fixed fee + shipping) ÷ (1 − taxes − commission − other fees − target margin)

Assumptions and limits

  • Educational simulation. Marketplace rules change often and vary by category, seller rating, package weight and dimensions, and plan (individual or professional).
  • Fees, shipping and programs change often. Check each platform’s current fee tables; the defaults are approximate examples.

Official sources and references

Frequently asked questions

What does this calculator compare?

How much profit each sales channel leaves from the same product at the same price, after commission, fixed fees, seller-paid shipping, other fees, taxes in the price, product cost and packaging. It also shows the minimum price each channel needs for your target margin.

Where do I find each channel’s fees?

In each marketplace’s seller center or fee page: referral or final value fees by category, per-item or per-order fees, shipping programs and ad costs. For your own store, add payment processing and the marketing spend per sale. The defaults are approximate examples and change often.

How do I read the default example?

Selling a $49.90 product that costs $18 plus $1.50 of packaging, Etsy leaves the most profit: $19.21 per sale (38.5% of the price), thanks to its lower commission. Amazon and Walmart leave the least, $16.92 (33.9%), because of their 15% referral fee. Every channel stays above a 15% margin; the price that guarantees 15% on all of them is $36.43.

Should I include sales tax?

Only taxes that are part of your price, such as VAT or GST in many countries. In the U.S., marketplaces usually collect sales tax on top of the price and remit it, so leave the tax field at 0%. Rules vary by country and state; check with an accountant.

Why does the fixed fee matter so much?

Because it is the same amount whether the product costs $10 or $100. On cheap items, a flat fee plus shipping can take a large share of the price. Raising the average ticket with bundles is one of the easiest ways to improve marketplace margins.

Is my own store always more profitable?

Per sale, usually yes, because there is no marketplace commission. But your own store has to pay for traffic through ads, content and email; include that cost in other fees. Many sellers use marketplaces for volume and reviews and their own store for repeat customers.

When should I get professional advice?

When choosing a business structure, registering for sales tax in several states or countries, or deciding on fulfillment programs that change your cost structure. An accountant can confirm which taxes apply to your sales.

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How much you keep from each marketplace sale

Selling on a marketplace gives you instant access to millions of shoppers, but every sale pays several fees. Comparing channels by commission alone hides the real cost: fixed fees, shipping paid by the seller, payment processing and ads can take more than a third of the price.

What each channel charges

  • Commission (referral or final value fee): a percentage of the price, which varies by category.
  • Fixed fee: a flat amount per item or per order, such as a listing or transaction fee.
  • Seller-paid shipping: when free shipping is mandatory or expected, part or all of it comes out of the seller’s pocket.
  • Other fees: payment processing, sponsored ads, fulfillment programs and, in your own store, the marketing that brings in visitors.

Profit per sale

Profit = price × (1 − taxes in price − commission − other fees) − product cost − packaging − fixed fee − shipping

Minimum price

The minimum price for a target margin is (product cost + packaging + fixed fee + shipping) ÷ (1 − taxes − commission − other fees − target margin). It tells you whether a channel can work at the price the market accepts.

Own store vs. marketplace

Your own online store pays lower fees per sale, but it has to buy its own traffic with ads, content and email. A common strategy is to use marketplaces to gain volume and reviews and to bring repeat customers to your own store, where the margin is higher. Fees change often and vary by category and seller rating: always check the current fee tables.