Sorry, had to look up a picture so I can make sure we're talking about the same thing.

Here's a picture of a Master Merchant Listings pages that shows someone's listings on their Guild Store:



The Profit Margin percentages are from the perspective of a buyer, not the seller.

So if we look at the [Pact's Beads] item, we see that the Seller is selling for 33.33% less than the average price in their guilds. This is a "good deal" for the buyer.

On the other hand, we see that the [Covenant Ice Staff] has an average selling price of half that what the Seller has listed it for. This would be a "bad deal" for the buyer.

What this means for you as the Seller is that you can see what your buyers will look for. Most buyers look for "good deals" that are under the average price for their guilds, i.e. white, green, blue, purple or gold percentages. The greater your percentage is in the red, the more likely you are to be undercut by someone in your guild and the less likely a buyer is to buy your wares.

So if you are selling for above the average price in your guild, yes, the Profit Margin will be negative and a red or white color.

Its up to you if you want to price your items high, thus banking on the higher individual sales to make up for possible longer sale times, or price your items below the guild average, hoping that quick, bulk sales will make up for potential lost profits. Sometimes it depends on the items - I sell raw materials which get priced lower on average and alchemy reagents where I can price them a little higher due to demand.


Now, please keep in mind that when you look at your items, MM uses the data from your guilds. If I look at your items, my MM will use MY data from my guilds. So the exact percentages are going to vary from player to player.