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Wholesale Discount Calculator
Convert MSRP into wholesale price with any wholesale discount percent. Shows retailer margin, per-unit profit, and order totals so discount negotiations stay profitable.
Wholesale Discount Inputs
MSRP / Retail Price ($)
Wholesale Discount off MSRP (%) Standard wholesale: 40-60% off MSRP
Your Unit Cost ($)
Order Quantity
Wholesale Terms
MSRP$120.00
Wholesale Price (45% off)$66.00
Retailer Margin45.0%
Your Profit / Unit (39.4%)$26.00
Order Profit$10400.00
Terms verdict: At 45% off MSRP, wholesale is $66.00, leaving retailers 45.0% and you $26.00/unit (39.4%). Hold discounts at or below 50% unless volume truly compensates.
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Frequently Asked Questions
How is wholesale price calculated from MSRP?
Wholesale = MSRP x (1 - Wholesale Discount). A $120 MSRP at 45% wholesale discount gives $66 wholesale. The discount is the retailer margin before their own costs.
What wholesale discount should I offer?
Offer 40-50% off MSRP for standard wholesale, 50-60% for distributors who warehouse and resell, and 30-40% for high-velocity, low-margin categories. Deeper than 60% rarely sustains both sides.
What is the difference between wholesale discount and trade discount?
They are the same mechanism: a percentage off list for resellers. Trade discount sometimes stacks with cash discounts (e.g., 2/10 net 30) for early payment on top of wholesale terms.
Should freight be included in wholesale price?
No — quote FOB plus freight as a separate line so buyers compare supplier offers fairly. Offer prepaid-freight thresholds instead of baking freight into every unit.
How do I negotiate wholesale discounts with retailers?
Anchor on MSRP stability, trade volume tiers for 2-5 extra points, and seasonal dating instead of deeper cuts. Every extra 5 points off MSRP needs roughly 25% more volume to hold profit.