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Why do you want to know?
A private business can charge whatever the market will bear. Don't like his prices? Go elsewhere.
Usually, in the gun business, and many others, quantity is everything. The dealer that orders 30 cases at a time will get a better price than the guy who only orders one case.
Steady sales are more important than margin. Ammo sales bring customers into the store where they might buy something else at the same time.
For most stores the margin is probably about 25% of selling price. Wal-Mart might be about 50% even though they sell for less.
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