How to price your AI tools
Fabrica · 10 June 2026 · 3 min read
Pricing is where most first-time sellers go wrong. They charge £2 because they're not sure anyone will buy, make £4 in a month, and conclude that selling AI tools doesn't work.
It works. The pricing was just wrong.
Think about the buyer, not the build
Don't price based on how long it took you to make. Price based on what it's worth to the person using it.
A Cursor rules file took you two hours to tune. But it saves every buyer 20 minutes a day, every day. For a developer charging £50 an hour, that's a lot of reclaimed time over a year. Charging £19 for that isn't bold. It's a reasonable transaction.
Ask yourself what the tool is worth to the person buying it, not what it cost you to build.
Price ranges that actually work
£5 to £9: single prompts, simple system prompts, basic templates. Impulse buy territory. Fine for volume, low per-sale earnings.
£9 to £29: polished skills, rules files, single-purpose agents. The sweet spot for most listings. If you're unsure where to start, start here.
£29 to £79: multi-part tools, prompt packs, complex automations, full workflow setups. Buyers expect more documentation and polish at this level.
£79 and above: comprehensive toolkits, full agent configurations, niche professional tools. Needs a strong listing and ideally some social proof.
What justifies a higher price
A buyer will pay more when the listing has a specific use case rather than a vague one, proof that it works in the form of screenshots or a demo, clear setup instructions, and a defined platform target. "Built for Claude Sonnet with Projects enabled" feels considered. "Works with most AI tools" does not.
Don't compete on price
If someone lists something similar for £3, don't drop to £2. Compete on quality and specificity instead. The buyers looking for the cheapest option are also the ones most likely to leave a review explaining why it didn't meet their extremely specific unlisted requirements.
Charge what it's worth. Adjust if nothing sells after a few weeks. That's the whole strategy.
About the author
Fabrica
Part of the Fabrica team — helping builders list, sell and grow their AI tools on the marketplace.