Why price backwards?
If you sell on Amazon the question is rarely "what's left if I charge £30?" It's "I need to clear £25 on this — so what do I charge?" Working that out by hand means guessing a price, subtracting the referral fee, subtracting fulfilment, checking what's left, and nudging up and down until it lands. This does that loop instantly — and because the referral fee is a percentage of the price you're solving for, it solves the circular maths properly rather than approximating.
What's included in the maths
The referral fee (a percentage of the sale price, with tiered rates handled where Amazon uses them), the per-item minimum referral fee, the fixed closing fee on media, your fulfilment cost (FBA or your own postage), and — on Amazon.co.uk — the 2% Digital Services Fee, which Amazon charges as a percentage of your referral and FBA fees rather than of the sale price. Set product cost to zero and "you receive" becomes your net proceeds before cost of goods.
A note on accuracy
Amazon's fee schedule is large and changes through the year, and some categories use price-tiered rates that vary by sub-category. The rates here reflect Amazon's published 2026 schedule and are a close planning estimate — always confirm the exact fee for your specific product in Seller Central before you list. You can type a custom referral rate any time.
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Common questions
Are these fee rates exact?
They reflect Amazon's published 2026 fee schedule for the marketplace you pick, but Amazon updates fees through the year and several categories are tiered by price or sub-category. Treat the result as a close estimate and confirm in Seller Central before listing. A custom rate option is always there.
What's the Digital Services Fee?
Since October 2024 Amazon charges UK sellers a Digital Services Fee — 2% applied to your referral and FBA fees (not to the sale price). It's on by default for Amazon.co.uk here and excluded for Amazon.com, which has no equivalent. Untick it if it doesn't apply to you.
Does this include FBA storage fees?
No — storage and long-term-inventory fees are charged over time, not per sale. Add a rough per-unit estimate to "Other per-unit cost" if you want to bake them in. The fulfilment fee here is the per-unit pick-and-pack charge.
Can I use it for fulfilment-by-merchant (FBM)?
Yes — choose "I ship it myself" and enter your own postage as the fulfilment fee. The Digital Services Fee then applies to the referral fee only.