I believe Dons is about 300%
\It seems ammo markup is more being determined by the dealer than the distributors, as cabelas, AIM, sportsmans guide, walmart, meijer, etc. are still having ammo at alomst normal to normal prices. I have a hard time believing that they are not marking up the ammo quite a bit since most shops marked up the ammo 100% or more when the panic started.
Their markup all depends on their cost.
Their cost depends upon their distributor's costs.
There isn't a standard answer - other than to say, on new firearms, there isn't much markup at all due to the relatively high initial cost.
(for instance, a mgr. at an Indy shop said on here the other day that $499 for a brand new M&P, as being offered to another INGO'er direct from S&W, was below wholesale)
Imagine, then, paying $550 for a brand new M&P may seem like a lot, but the shop itself isn't making a whole lot of dough on the deal.
-J-
I thought the price mentioned in that thread was $419?
If 10% was all I could gross on a sale, I wouldn't bother getting out of bed. I would hope they are running at a gross profit of at least 20% to 25%....clothing stores get about 50-60% GP, jewelry can be over 200%...I would hope that a gun, a pure commodity item, would be able to go for at least a 20% gross profit. The real money is in used guns, like anything else...buy it right and sell it right.
Not sure I could stand being in retail.