Quick Answer
- Price marketplace products off landed cost + all fees + returns — never the sticker.
- Amazon and Walmart both charge category referral fees; model each separately.
- Stay competitive on the listing while keeping profit — cheaper sourcing is the lever.
- Confirm the numbers before you buy.
Marketplaces bring buyers and take a cut. Here's how to price products for Amazon and Walmart so the fees don't erase your profit.
Start with true cost, add every fee
Begin with your landed cost, then add the referral fee, any fulfillment (FBA/WFS) fee, and a realistic allowance for returns. That total is your real floor.
Then price to the market
Check what the same item sells for on the listing and price to stay competitive — but only if profit survives after fees. If it doesn't, the fix is usually a lower cost, not a higher price shoppers won't pay.
Cheaper sourcing beats price hikes. On a competitive listing you can't just raise the price. Lowering landed cost with closeout inventory lets you match the market and still profit.
Amazon vs. Walmart
Both charge category-based referral fees, but the percentages, fulfillment options, and competition differ. Model each channel on its own before you commit stock.
Marketplace Pricing FAQ
How do I price products for Amazon?
Start from landed cost, add Amazon's referral and FBA fees plus expected returns, then set a price that stays competitive for the same listing while keeping profit.
How are Walmart Marketplace fees different from Amazon?
Both charge referral fees by category; the exact percentages and fulfillment options differ. Model each marketplace's fees separately before pricing.
Why do marketplace fees matter so much?
Fees can consume a large share of a low-priced item. Ignoring them is the top reason resellers lose money on marketplaces.
How can I keep margin on a competitive listing?
Lower your cost through cheaper sourcing like closeout inventory, so you can match the market price and still profit.
Should I price the same on Amazon and Walmart?
Not necessarily. Price each channel for its own fees and competition, while staying consistent enough to protect your brand.
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