twelfth · Free calculator

Retail price index calculator

Put your selling price on a 100-point scale against one matched competitor price. This page uses your price divided by the competitor's, the index twelfth uses, so a result above 100 means you are priced above the competitor.

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Calculate a price index

How does a matched competitor price compare?

Price index = your price ÷ competitor price × 100

Your priceCompetitor price

Price index: 111.11

You are priced 11.11% above the competitor on this matched item. 100 is price parity; above 100 means you are priced above the competitor. Check the match first.

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Another example: A 12-pack and a 24-pack are not a fair price match. Check the exact product, size, seller and date. Read Matched SKU →

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Illustrative figures. Change any input to test your own scenario; values stay in this browser page.

How to calculate it

Price index = your price ÷ competitor price × 100

Check that the product, variant, pack size, seller and observation date make a fair match.
Divide your price by the competitor's price, then multiply by 100. A result of 100 means price parity.
Read the gap with category role, margin floor and the duration of the competitor price before proposing a move.

Illustrative example

A matched $18 price against your $20

Your item is $20 and a competitor lists the same item for $18. The index is $20 ÷ $18 × 100 ≈ 111: you are priced about 11% above the competitor.

A 12-pack against your 24-pack fails the match check, and one low price says little about the competitor's position across the whole category. Record the match evidence and compare a consistent basket before changing a price policy.

Check before acting

Price-index conventions can run in the opposite direction. State the numerator whenever you share the number.
Check promotions, shipping, loyalty conditions and pack sizes before treating a gap as comparable.

Questions about this calculation

What does a price index of 111 mean here?: Using your price divided by the competitor's, it means your price is 111% of theirs: you are priced about 11% above them.
Why do other price-index reports reverse the result?: Some reports divide the competitor's price by yours, so a lower number means the competitor is cheaper. Both conventions can work, but the numerator must be stated so readers know what above or below 100 means.
Should I match every cheaper competitor price?: No. Check the product match, how long the price lasts, your intended price position and the margin effect before deciding.

Keep working with this number

For a list of products, download this calculator’s CSV template or use the Excel workbook. The workbook can be imported into Google Sheets.

For the underlying term, read the glossary explanation. Then compare it with retail markdown calculator and gmroi calculator for retail inventory.

See how price intelligence becomes a reviewed decision →

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