Updated September 2026 · 7 min read
Short answer: A wholesale price list is a simple document that shows each product’s SKU, description, case pack, wholesale price, and suggested retail price, along with your minimums and order terms. To learn how to create a wholesale price list, start with your costs, set wholesale and retail prices that leave room for both you and the store, then lay it all out in a clean table buyers can scan in seconds.
If you make or sell products and want stores to carry them, the price list is one of the first things a buyer asks for. A clear one makes ordering easy. A confusing one gets set aside. This guide covers what to include, how to price, and a template you can copy.
What is a wholesale price list?
A wholesale price list is a reference sheet for business buyers. It lists your products and the prices stores pay, plus the key terms for ordering. It’s usually a PDF or spreadsheet you email to buyers, hand out at trade shows, or share through a wholesale portal.
It’s related to, but simpler than, a line sheet. A line sheet adds product photos and often looks more like a catalog page. Many small brands send both, or combine them into one document. Our guide on what a line sheet is explains the difference.
What should a wholesale price list include?
Keep it short and easy to scan. Buyers want to find a product, see the price, and know how many they need to order.
Product columns
- SKU or item number: A unique code for each product and variation
- Product name and short description: Size, color, material, scent, or flavor
- Case pack: How many units come in one case, and whether buyers must order by the case
- Wholesale price: The price per unit (and per case, if you sell by the case)
- MSRP: The manufacturer’s suggested retail price
- UPC or barcode: If you have them, stores appreciate it
- Availability: In stock, pre-order, or ship date
Order terms section
- Opening order minimum and reorder minimum
- Payment terms for new and approved accounts
- Shipping costs and any free-freight threshold
- Lead time from order to ship
- Return and damage policy
- How to place an order: email, phone, or online
- Your contact info and the date the prices take effect
2×
Common starting point: wholesale price is about half of MSRP (example rule of thumb)
1 page
Ideal length for a small line’s price list
1 date
“Prices effective” date every list should show
How do you set prices for your price list?
Your price list is only as good as the math behind it. Start with your cost and work up.
Wholesale price = cost per unit × your markup
MSRP = wholesale price × the retailer’s typical markup
Example: a candle costs you $6.00 to make (materials, labor, packaging). A 2× markup puts wholesale at $12.00. A 2× retail markup puts MSRP at $24.00.
Example numbers. Your markup depends on your costs, category, and competitors.
Many stores expect to roughly double the wholesale price, which is called keystone pricing. If your MSRP leaves them less room than they’re used to, they may pass. If your wholesale price leaves you too little margin, you’ll lose money as you grow. For a full walk-through, see how to calculate wholesale price.
Should you offer volume discounts?
Volume pricing can encourage bigger orders. Keep it simple, like a lower price at 2 cases or more. If you want a more detailed setup, our guide to tiered wholesale pricing shows how to build price breaks that still protect your margin.
How to create a wholesale price list, step by step
At a glance: Building your price list
1
Know your costs. Calculate the full cost of each product, including packaging.
2
Set prices. Choose wholesale prices and MSRPs that work for both sides.
3
Build the table. List SKU, name, case pack, wholesale, and MSRP.
4
Add terms. Minimums, payment, shipping, lead time, and contact info.
1. Organize your products
Group products by category or collection, the way a buyer would shop. Put your best sellers first in each group. Give every variation its own SKU and row.
2. Choose a format
A spreadsheet is easiest to update. Export it to PDF when you send it so the layout doesn’t shift and prices can’t be edited. Use a plain font, clear column headers, and enough white space to read on a phone.
3. Add your branding and contact info
Put your business name, logo, website, email, and phone at the top. Add the “prices effective” date so buyers know which version they’re looking at.
4. List your terms clearly
Put terms in a box at the top or bottom of the page. Buyers shouldn’t have to email you to find your minimum order.
5. Proofread and test
Double-check every price and SKU. Then send it to a friend and ask them to find a product and figure out what an order of 2 cases would cost. If they get stuck, simplify.
Wholesale price list template
Copy this layout into a spreadsheet and replace the example rows with your products.
| SKU | Product | Case pack | Wholesale (unit) | Wholesale (case) | MSRP | Availability |
|---|---|---|---|---|---|---|
| CN-08-LAV | 8 oz soy candle, lavender | 6 | $12.00 | $72.00 | $24.00 | In stock |
| CN-08-CED | 8 oz soy candle, cedar | 6 | $12.00 | $72.00 | $24.00 | In stock |
| CN-04-SET | 4 oz candle gift set of 3 | 4 | $18.00 | $72.00 | $36.00 | Ships Oct 15 |
| MT-01-KRF | Match tin, kraft label | 12 | $3.00 | $36.00 | $6.00 | In stock |
Below the table, add your terms. For example:
- Opening order minimum: $150. Reorders: $100.
- Terms: Prepay on first order. Net 30 for approved accounts.
- Shipping: Calculated at checkout. Free shipping on orders over $500.
- Lead time: Ships in 5 to 7 business days.
- Damages: Report within 7 days of delivery with photos.
- Prices effective January 1, 2026. Prices subject to change.
All products, prices, and terms above are examples.
Checklist: Before you send your price list
- ✅ Every product has a unique SKU
- ✅ Case packs and minimums are clear
- ✅ Wholesale and MSRP are both listed
- ✅ Payment, shipping, and lead time are stated
- ✅ Prices effective date is on the page
- ✅ Contact info is easy to find
- ✅ Saved as a PDF with a clear file name
How often should you update your price list?
Review it at least once a year, and any time your costs change a lot. When you raise prices, give existing accounts notice, often 30 to 60 days, so they can place orders at the old price or adjust their retail prices. Keep old versions on file in case a buyer references one.
FAQ
What is the easiest way to create a wholesale price list?
Use a spreadsheet with columns for SKU, product, case pack, wholesale price, and MSRP. Add your terms below the table and export it as a PDF.
Should my wholesale price list include retail prices?
Yes. Listing MSRP helps buyers see their margin right away and keeps retail pricing more consistent across stores.
How is a price list different from a line sheet?
A price list focuses on prices and terms. A line sheet adds product photos and details. Many brands combine the two.
Should I put my wholesale price list on my website?
Many brands keep it behind a login or send it on request, so only approved business buyers see wholesale prices.
Bottom line
A good wholesale price list is short, accurate, and easy to scan. Start with your real costs, set wholesale prices and MSRPs that leave room for both you and the store, list clear terms, and date every version. Buyers will spend less time asking questions and more time ordering.
Wholesale Handbook 
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