Why Pricing Matters More Than Sourcing
You can source the rarest sneakers in the world, but if you price them wrong, you'll either leave money on the table or sit on dead stock for months. Correct pricing is the #1 skill that separates casual flippers from full-time sneaker resellers.
The sneaker resale market hit $10 billion in 2025, and in 2026 it's still growing — but margins are compressing. That means your pricing has to be razor-sharp. This guide covers exactly how to price every major sneaker brand for maximum profit.
Step 1: Research Sold Comps (Not Asking Prices)
The biggest mistake new resellers make is looking at asking prices instead of sold prices. Anyone can list a pair of Jordan 1s for $500. What matters is what they actually sell for.
Where to Check Sold Comps
- eBay Sold Listings — Filter by "Sold Items" under Advanced Search. The gold standard for used sneakers.
- StockX — Best for DS (deadstock/new) sneakers. Shows last sale, average, and price history.
- GOAT — Similar to StockX but includes used pairs with condition grades.
- BundleLive Price Index — We aggregate data across platforms so you can see the real market value instantly. Check any sneaker free →
- Whatnot sold history — If you're selling live, check what similar pairs went for in recent shows.
What to Look For in Comps
- Same size — Size 9-11 typically commands the highest premium. Size 14+ and 7- sell for less.
- Same condition — DS vs. VNDS vs. Used makes a 30-60% price difference.
- Recency — Use comps from the last 30 days. Sneaker prices move fast.
- Same colorway — "Jordan 1 High" isn't enough. The colorway is everything.
Step 2: Grade Condition Accurately
Sneaker condition grading directly impacts your price. Here's the standard scale:
| Grade | Description | Price vs. DS |
|---|---|---|
| DS (Deadstock) | Brand new, never worn, original box & all accessories | 100% |
| VNDS | Tried on or worn 1-2x, no visible wear | 85-95% |
| 9/10 | Light wear, minimal creasing, clean soles | 70-85% |
| 8/10 | Moderate wear, visible creasing, light sole wear | 55-70% |
| 7/10 | Noticeable wear, creasing, sole yellowing | 40-55% |
| 6/10 or below | Heavy wear, stains, damage | 20-40% |
Jordan 1 Pricing Guide (2026)
The Air Jordan 1 remains the king of sneaker resale. Here are current market ranges for the most popular colorways (DS, size 10):
| Colorway | Low | Average | High | Trend |
|---|---|---|---|---|
| Chicago (2015) | $1,200 | $1,600 | $2,100 | 📈 Stable-Up |
| Bred/Banned | $350 | $450 | $600 | 📊 Stable |
| Royal Blue | $220 | $300 | $400 | 📊 Stable |
| Shadow | $250 | $340 | $450 | 📊 Stable |
| Pine Green | $180 | $240 | $320 | 📉 Slight dip |
| University Blue | $200 | $280 | $380 | 📈 Rising |
| Mocha | $280 | $380 | $500 | 📈 Rising |
| Travis Scott x Fragment | $1,400 | $1,800 | $2,400 | 📈 Up |
Pro tip: OG colorways (Chicago, Bred, Royal) hold value best. Collaboration pairs (Travis Scott, Off-White) are more volatile but have higher ceilings.
Nike Dunk Pricing Guide
Dunks had a massive resurgence in 2020-2023 and have since normalized. Many GR (general release) Dunks now sell near or below retail. Focus on these for profit:
- SB Dunks — Skateboarding editions command premiums. Travis Scott SB Dunks, Grateful Dead, Strangelove still $500+.
- Collaboration Dunks — Off-White, Ambush, Concepts. Price varies wildly by hype.
- Panda Dunks — The most popular GR Dunk. Now sells at or below retail ($110). Don't pay resale to flip these.
Key insight: If a Dunk is sitting on Nike.com or at Foot Locker, it's not worth reselling. Only source Dunks that are sold out at retail.
Yeezy Pricing Guide
Post-Adidas split, Yeezy pricing has been unpredictable. Here's where things stand in 2026:
| Model | DS Range | Notes |
|---|---|---|
| Yeezy 350 V2 Bred | $280-$380 | Classic colorway, always in demand |
| Yeezy 350 V2 Zebra | $230-$320 | Re-released multiple times, lower premium |
| Yeezy 350 V2 Beluga | $260-$360 | OG hype, prices firming up |
| Yeezy 500 | $180-$260 | Niche audience, slower to sell |
| Yeezy 700 Wave Runner | $300-$420 | Most popular 700, strong demand |
| Yeezy Foam Runner | $120-$200 | Polarizing but popular, fast seller |
| Yeezy Slides | $100-$180 | Easy money on popular colorways |
New Balance Pricing Guide
New Balance has quietly become one of the hottest resale brands. Key models to know:
- NB 550 — The casual sneaker of the decade. Collaboration pairs (Aime Leon Dore) sell for $250-$500.
- NB 2002R Protection Pack — $180-$280 DS. Clean, versatile, strong demand.
- NB 990v3/v4/v5/v6 — Made in USA models. Retail is $180-$200, resale on limited colorways hits $300+.
- JJJJound, Kith, ALD collabs — These are the heavy hitters. $300-$800+ depending on model and colorway.
Best Platform by Sneaker Type
| Scenario | Best Platform | Why |
|---|---|---|
| DS hyped release | StockX or GOAT | Fastest sale, authentication included |
| DS less hyped | eBay | Lower fees than StockX, bigger audience |
| Used/VNDS premium | eBay or GOAT | Both support used pairs well |
| Used budget pairs | Mercari or Whatnot | Casual buyers, quick sales |
| Bulk lots | Whatnot live shows | Move volume fast, create urgency |
| Local sales | Facebook Marketplace | No fees, no shipping |
Use our free fee calculator to compare your take-home across all platforms before listing.
Pricing Strategies That Work
1. The Undercut Strategy
Price 5-10% below the lowest current listing on your platform. This gets you the next sale. Best for sneakers you need to move quickly.
2. The Patient Hold
If a sneaker just released, prices often dip in the first 2-4 weeks as supply floods the market. Hold 60-90 days and prices typically recover 15-30%.
3. Size Premium Pricing
Size 4-6 (women's) and size 12+ often command 10-20% premiums because they're harder to find. Price accordingly.
4. Bundle Pricing on Whatnot
If you're live selling, group 3-5 pairs in "mystery bundles" or themed lots. You can move lower-demand pairs alongside hype pairs and increase overall margin.
5. Seasonal Pricing
Jordan 1s and Dunks peak in spring/summer (March-June). Boots and Yeezy 500s do better in fall/winter. Time your listings.
Common Pricing Mistakes to Avoid
- Using asking prices as comps — Only sold prices matter.
- Ignoring size differences — A size 8 and size 12 of the same shoe can differ by $50-$100.
- Not accounting for fees — StockX takes ~10%, eBay ~13%, GOAT ~15-20%. Factor this in.
- Emotional pricing — "I paid $300 so I need at least $350" doesn't work if the market says $250.
- Pricing stale inventory too high — If it's been listed 60+ days, the market has spoken. Lower your price.
- Not checking authentication requirements — Some platforms require authentication for sneakers over certain prices. Factor in the time and cost.
The Bottom Line
Sneaker resale in 2026 rewards research and speed. Use sold comps (not asking prices), grade condition honestly, pick the right platform for each pair, and price competitively. The days of lazy 2x flips on every release are over — but smart, data-driven resellers are still making serious money.
Check real-time sneaker prices on our Price Index, and use the Fee Calculator to find the most profitable platform for every pair.