Average unit retail calculator
What the average unit brings in after markdowns.
Formula
AUR = net sales ÷ units sold
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Average unit retail
$35.10
average unit retail
Worked example
$860,000 of net sales across 24,500 units gives an AUR of $35.10. Because it runs on net sales, markdowns and allowances already sit inside the figure, which is what separates it from ASP.
When you reach for this
Tracks whether your mix is trading up or down. A falling AUR alongside flat units usually means promotions are doing more work than you intended.
How to read the number
Read AUR against the price you set. The gap between list price and AUR is what the season’s markdowns and allowances cost you per unit.
Metrics that travel with it
Questions operators ask about this metric
Why use net sales rather than gross?
Because markdowns and allowances have already come out. AUR on gross revenue tells you what you hoped to charge; on net sales it tells you what you got.
What does a falling AUR with flat units mean?
Promotions are carrying more of the volume than you planned. The unit count holds steady while price realization erodes underneath it.
How does AUR differ from ASP?
ASP runs on gross revenue and AUR on net sales. When returns and allowances are material the two diverge, and the size of that gap is the story worth chasing.
Should returns come out of the unit count too?
Yes, if they came out of the sales. Netting the dollars while leaving the units gross drags the average down for a reason that has nothing to do with pricing.
Stop calculating this by hand
Every number on this page comes out of data you already have — orders, shipments, inventory, deductions. Endless keeps those in one source of truth instead of four exports, so the metric updates on its own and agents watch it for you.