Markup Calculator
Get the selling price from your cost and markup — plus the matching profit margin.
About this markup calculator
Markup is how much you add on top of cost to set a price, expressed as a percentage of cost. Retailers often use standard markups — keystone pricing, for example, is a 100% markup that doubles the wholesale cost. This calculator turns a cost and markup into a selling price and shows the profit margin that price produces.
If you'd rather price from a target margin, use the profit margin calculator.
How to use the Markup Calculator
- Enter the unit cost.
- Enter your markup percentage.
- Read the selling price, profit and margin.
The markup formula
Price = Cost × (1 + markup) · Margin = markup ÷ (1 + markup)
Markup is relative to cost, margin is relative to price. That's why the margin is always smaller than the markup for the same item.
Worked example
An item costing $40 with a 50% markup sells for $60, earning $20 profit — a 33.33% margin. With keystone (100%) markup it would sell for $80 at a 50% margin.
Tips for better results
- Set markups by category: fast-moving goods can carry lower markups than slow-moving or high-service items.
- Check competitors' prices after calculating — the market caps what you can charge.
Frequently asked questions
What is keystone pricing?
Keystone pricing is a 100% markup — the selling price is double the cost.
Is markup the same as margin?
No. A 50% markup equals a 33.3% margin, and a 25% margin equals a 33.3% markup.
Last reviewed: October 2026 · Results are calculated in your browser.