The retail price is the amount you charge your customer for your product. The difference between your retail price and Printful's price is your profit. So, if Printful charges you $12 for fulfillment and your retail price is $22, your profit is $10.
Note that if the retail price is set higher than normal (for example, if you make a test order with a higher retail price than you would add to your store), it may affect the following calculations:
- Calculations available under Statistics in your Printful Dashboard
- Customs fees, as they are calculated from the retail price
- In some cases a high retail price may affect taxes, as taxes are calculated from the retail price (for example, sales tax in some states)
