Price what you make from materials, time and overhead, with wholesale and retail prices.
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Retail price
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Price your whole catalog at once. Upload a CSV with materials and minutes for each product. Free for up to 10 products; Pro runs up to 10,000 at once.
Download a sample CSV to see the format.
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Handmade Pricing Calculator turns what an item takes to make into prices you can sell at: cost, wholesale and retail. It uses the formula many makers use: materials + labor + overhead = cost; cost × 2 = wholesale; wholesale × 2 = retail.
Pricing from your real time and materials, not from what others charge, is how you avoid working for nothing. It also shows what you'd keep after Etsy's fees at that retail price.
$6 of materials and 45 minutes at $20 an hour, with 10% overhead: cost is $23.10, wholesale $46.20 and retail $92.40. On Etsy at $92.40 you'd keep $83.17 after fees.
Shops that stock your work need their own margin. Selling direct at the retail price means wholesale orders don't undercut you.
Look at the time first: faster methods or batches lower labor. Lowering your hourly rate to match cheaper sellers just means working for less.
For sales and markets, perhaps, but never below the wholesale price, or each sale costs you money.