What is a typical retail markup on imported goods?

Most retail sectors operate on "Keystone Pricing," which is a 100% markup (a 50% gross margin). If a retailer buys an imported product from you for $20 wholesale, they expect to put it on their shelf for $40.

📦 Amazon & eCommerce

Wholesale to Retail Markup Calculator for Importers

Use our wholesale to retail markup calculator to calculate retail markup and suggested retail price for China-imported wholesale products. Standard keystone and industry-specific markups.

Updated: 2026-04-13

Planning Reference

Inputs Last Reviewed April 2026

Reference Basis

Based on current Amazon FBA fee schedules, published referral rates, and benchmark import cost assumptions.

Planning Note

Amazon fees change periodically. Verify current FBA rates in Seller Central before finalizing your cost model.

Secondary opportunity

wholesale to retail markup calculator
Medium SERP difficulty

Landed Cost Per Unit USD Your all-in cost per unit including duties, freight, and all fees.

Selling Price Per Unit USD

Quantity units

Platform / Channel Fees % Amazon: 8–17%. eBay: 12–14%. Shopify: 0–3% + payment fees.

Modeling Retail Shelf Pricing

If your end goal is to see your China-imported product on the shelves of Target or Walmart, your FOB factory cost must be extraordinarily low. The supply chain demands margin for the ocean carrier, the customs broker, your distribution company, and the final big-box retailer.

Tips for China Importers

Calculate your total Amazon cost before importing. FBA referral fee + fulfillment fee + storage + PPC + returns typically absorbs 45–55% of your selling price. Build this into your landed cost model before placing an order.
Start with 300–500 units for launch. Launching with 2,000+ units before validating demand is one of the most common (and expensive) mistakes. Test velocity with a smaller shipment first.
Send FBA-ready cartons from China. Prep work (poly-bagging, labeling, bundling) done in China costs $0.05–0.20/unit. Done at an Amazon prep center in the US: $0.50–1.50/unit. Same work, 5–10× the cost.
Account for returns in your margin model. Amazon electronics return rates: 10–20%. Apparel: 20–30%. Toys/general: 5–10%. Factor your category's return rate into your per-unit profit calculation.
Track your IPI score to avoid storage surcharges. Amazon charges long-term storage fees on inventory over 365 days. Keep your Inventory Performance Index (IPI) above 400 to avoid storage limits and surcharges.