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Short, practical explainers with the maths shown line by line. Every example can be re-run with your own figures in the calculator. Fee figures in guides are hypothetical — always check your provider's current fees.

• Pricing basics

  Profit margin vs markup

  Why a 20% markup on a £15 item is only a 16.7% margin — and how to price for the margin you want.

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• Marketplaces

  Working out profit per Etsy sale

  A worked per-sale breakdown: packaging, marketplace fees, adverts and returns — using hypothetical fees.

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• Etsy

  Etsy digital download profit (UK)

  Fees and what you keep on £4.99, £9.99 and £19.99 downloads, with and without Offsite Ads.

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• Advertising

  Break-even advertising for Amazon sellers

  Break-even CPA and ROAS explained with a £59 product, VAT, and a table of ad spend outcomes.

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• Wholesale

  Wholesale pricing with margins and VAT

  Sell-in to shelf price: distributor and retailer margins, ex-VAT and inc-VAT, and the classic markup mix-up.

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