a. Margin to Radio Shack - they are looking for between 45 - 50 %
b. Margin to Brightstar -Brightstar is looking for 15%
This seems crazy high for margin (for markup would be more reasonable but still on the high side).
Amazon fulfilment and sales and referral and all fees and cost came to less than 21% margin.
Does anyone have some data?
IIRC BrightStar is a distributor. 15% for distribution is pretty reasonable since wholesaler markups avg 20% according to this source http://www.tom-gray.com/2012/04/26/pricing-to-distributors-what-is-reasonable-markup/
Rule of thumb in retail electronics is 1.5-3x markup. So if RS is asking for 50% markup - that's 2x over what you generate. Right in the middle of that range. http://ceklog.kindel.com/2012/08/30/retail-pricing-markup-and-margins/
Amazon isn't going to carry much inventory - you will bear the cost of Amazon's inventory. RS is going to bear not only the cost of inventory but the risk of displacing other profitable products.