How to price prints on Etsy so every sale makes money
Most new Etsy sellers price by looking at other shops – and find out months later that half their sales barely broke even. Price from your costs instead.
Step 1: know your true cost per size
Include the print, postage, packaging and – if you’re not VAT-registered – the VAT your printer charges. A frame option has its own cost.
Step 2: add Etsy’s fees properly
Etsy’s fees are percentages of the whole order plus fixed amounts, and most UK sellers pay 20% VAT on top. Our Etsy fees explained guide has the full list; the fee calculator does the maths.
Step 3: work back from the margin you want
Choose a target margin, then use the price calculator to get the price for each size. Round to a consistent ending (.99 or .00).
Step 4: check the ad sale
When Etsy’s offsite ads bring a sale, up to 15% more comes off. Make sure each size still breaks even on those orders – if your shop is over US$10,000 in sales a year, you can’t opt out.
Suite 13 shows the real profit on every listing and size, flags the ones losing money on ad sales and can update prices for you – with a preview first.
Step 5: review every few months
Printers change prices, Etsy changes fees (the UK regulatory fee rose in June 2026), and your best sellers can carry a slightly higher price. Re-run your numbers each quarter.
Frequently asked questions
What margin should I aim for on Etsy prints?
Many print sellers aim to keep 30% or more of the price after every cost, so refunds, reprints and ad sales don’t wipe out the month.
Should bigger prints cost proportionally more?
Price each size from its own cost. Larger sizes cost more to print and post, but buyers expect the step up between sizes to feel fair, so check the gaps make sense too.
Suite 13 shows the real profit on every listing and size, flags the ones losing money on ad sales and can update prices for you – with a preview first.