Why do Magic products in the Netherlands cost what they cost?

Last checked: September 27, 2026

“Why does this booster box cost more with you than at another webshop?” Or: “I see it cheaper in America — how is that possible?”

These are questions I get regularly. That is why I am taking you behind the scenes: how is a price formed, what does a store keep from it, and what can you look out for when comparing prices?

This article is mainly about sealed Magic products: sealed booster boxes, Bundles, and Commander Decks. For individual cards, the specific card version, condition, and demand for that card also play a major role.

My exact purchasing agreements remain private. The calculation examples below are intentionally fictional. My own experiences are separate from the general explanation and verifiable rules.

Compare the same Magic product first

Two boxes with the same set name are not automatically the same product. A Play Booster Display and a Collector Booster Display contain different boosters and may have a different number of packs.

Product photos and quantities: Wizards Play Network. These quantities apply to Foundations; check the contents per set and version.

Are you unsure about the different packs? Then read the explanation about MTG booster types.

From Wizards to your front door

A common route for sealed Magic products follows the chain below. Other sales and purchasing channels also exist; not every box follows exactly the same path.

1. Wizards of the Coast

   Develops Magic and manages product production.

2. Distributor

   Supplies stock to stores and allocates available quantities.

3. Store

   Purchases stock and handles sales, service, packaging, and delivery.

4. Player or collector

   Pays the final price and receives the product.

The product price must allow for the costs in that chain. However, stores also determine their selling prices based on competition, inventory, and demand. The price is therefore not a fixed calculation with the same profit percentage for every store.

What about Wizards' recommended retail price?

Since Magic: The Gathering Foundations, Wizards has once again been publishing an MSRP for many sealed products: a Manufacturer’s Suggested Retail Price. That announcement involved amounts in US dollars for selected products.

A recommended retail price is a reference point. Stores determine their own prices. An American MSRP is therefore not a guaranteed Dutch retail price, nor is it an amount that you can simply convert one-to-one into euros without further calculation. Read the explanation from Wizards.

What remains of a selling price?

Revenue, gross margin, and profit are different things. First, you remove the VAT from the consumer price. Then you subtract the product purchase cost. The amount that remains must cover all sorts of other costs.

At a price of €100 including 21% VAT, the revenue excluding VAT is €82.64, and the VAT portion is €17.36. You divide by 1.21; you do not simply subtract 21% from the price including VAT.

Does the entire VAT amount go straight to the Tax Authorities?

Not necessarily. An entrepreneur can deduct VAT on business purchases under certain conditions as input tax. In the VAT return, this is settled against the VAT on sales.

The €21 above is therefore the VAT on this sale, not automatically the amount that the store pays on balance. That is why we compare purchase and sales here excluding deductible VAT. The example assumes the normal VAT regime; special schemes are excluded.

Sources: calculating VAT and deducting input tax.

The costs you don't see in the product photo

For me, shipping is a clear example. I want to keep the barrier to ordering from SpellArmory low. That is why the customer pays less than my actual transport costs for some orders. With free shipping, I cover those costs myself. That is a commercial choice that must be paid from the margin.

Packaging regulations also require attention

The European Packaging and Packaging Waste Regulation (PPWR) has generally been applicable since August 12, 2026. The rules cover things like packaging waste, material use, and recyclability.

Not every obligation applies from the same date: components are being introduced in phases. Which requirements affect a company also depends on its role and activities. The regulation is therefore not a fixed surcharge of a specific amount on every booster box.

For a small webshop, this does mean that the choice and administration of packaging require attention. Read the explanation from the European Commission.

Why an American price works out differently

Placing a dollar price next to a euro price does not yet provide a fair comparison. American retail prices are often shown without local sales tax. For an order going to the Netherlands, you have to see which taxes and costs apply to that delivery.

For a Dutch consumer product under the standard 21% rate, VAT is already included in the displayed retail price. With shipping from a country outside the EU, additional costs may be included in the order or collected later.

Important correction: that €3 is calculated per customs category in the shipment, not automatically per individual product or booster. The category follows the customs classification. Source: Dutch Customs.

This follows the calculation method used by Customs. If VAT or import duties are already included at checkout, do not add them again. Importing can be cost-effective; the outcome depends on the entire order.

Why sealed Magic prices rise and fall

There is no fixed price curve that every set follows. The amount of product currently for sale, the interest, and the costs of new purchases can change.

Pre-orders: ordering early is not a price guarantee

A pre-order locks in your order and the agreed price in advance. This can be convenient if you really want to have a product upon release. However, it does not guarantee the lowest subsequent market price.

Delivery also deserves attention. A store may be allocated less stock than requested: an allocation. If in doubt, ask if it concerns confirmed stock and what the expected delivery date is. A pre-order is not an absolute guarantee that a product will be on your doormat on release day.

Restocking is not the same as a reprint

A store may receive new stock that was produced earlier. A delivery from a warehouse is therefore not automatically proof that Wizards has had the product reprinted.

Additional available supply can drive down the price. But "there is surely a second wave coming" is not a reliable buying strategy without concrete information. How much is coming, when, and to which stores can vary.

Collector and out of print: scarcity is only half the story

With Collector products, specific treatments and collector interest can play a major role. Limited availability only results in a higher selling price if buyers are willing to pay that price.

Also, out of print does not mean that there is no more stock anywhere. Distributors, shops, and collectors may still offer sealed copies later. As a result, the visible supply can increase, even when there is no new production.

My advice: buy a Collector Booster or old box because you want that product. Do not treat "rare," "last chance," or "out of print" as a guarantee of return on investment.

Stores do not have the same starting position

Differences in purchasing volume, ordering terms, timing of purchases, transport, and fixed costs can result in different retail prices. A large webshop may have economies of scale; a small shop may have lower fixed costs or choose a different service.

And sometimes the explanation is simpler: a store wants to clear stock. Selling with little margin or at a loss can free up capital for other products. A low price therefore does not prove that every other store is charging a huge margin. Conversely, a high purchase price does not automatically make every selling price reasonable.

When is the best time to buy?

These are my practical considerations, not predictions about future prices.

New releases can be found in the MTG release calendar for 2026.

How I handle prices at SpellArmory

I try to build a healthy webshop with prices I can explain. That does not mean I can be the cheapest on every product.

A clear price over a permanent discount badge

I prefer a normal price that is correct over a large "was/now" discount next to an inflated reference price all year round. A genuine temporary offer is fine, of course. As a buyer, look primarily at the final amount and comparable offers.

Price Match where reasonable

p>Do you see the same product cheaper at a Dutch webshop? Send the offer before you order. We compare, among other things, the exact version, immediate availability, and total price including shipping.

Price Match is not an automatic guarantee. Marketplaces, foreign stores, and pre-orders, among others, fall outside this arrangement. Check the current Price Match terms for all conditions and exceptions.

My purchasing can also turn out wrong

I have to estimate in advance how much demand there will be for a product. Sometimes it turns out later that the market price is much lower than expected. Then lowering the price may be wiser than sticking to an old price.

Conversely, I sometimes replenish popular products via other business channels or fellow stores. That additional purchasing can be more expensive than the original distribution purchase. That explains a difference, but does not relieve me of the responsibility to look critically at my selling price.

SpellArmory stems from my own hobby: playing, collecting, and deck building. I want to let the webshop grow healthily and eventually create more space locally in Maastricht to play Magic together. Being transparent about costs and choices is part of that for me.

As a customer, you are free to compare prices and choose what suits you. I especially hope this article makes clear which amounts you are comparing and what a store price does — and does not — tell you.