Markup
Wholesale in. Shelf price out.
Keystone is just doubling wholesale cost — a 2× multiplier, which is a 100% markup and a 50% margin. Use that or type your own multiplier.
You’ll see shelf price plus the markup and margin that multiplier actually produces, so the sales floor isn’t quoting one language while the books use another.
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$
e.g. 2 for keystone
$12.00 × 2 = $24.00
Shelf price$24.00
Markup100%
Margin50.0%
Estimates only — not tax or accounting advice. Double-check before you print price tags.
How it's calculated
\$12 wholesale × 2 = \$24 shelf (keystone). That’s 100% markup and 50% margin. Specialty or slow-turn goods often need 2.5–3× before fees.
shelf = wholesale × multiplier