Good Dog charges breeders 6.5% on every puppy. Forever.
A working breeder doing $32,000 a year pays Good Dog about $2,080 every year for the privilege of selling on their marketplace. Breed Ledger Professional is $490 a year flat ($49/mo, or $490/yr with two months free), plus an optional 0.5% on payments processed through the platform. That includes your own breeder website, animal records, pedigrees, and a public directory listing. Built by a working breeder. This page shows you the math.
Good Dog vs Breed Ledger, by the things that matter.
The fee is only the obvious wedge. Once you look at who owns the buyer relationship, the data, the website, and the pricing, the comparison gets harder for marketplaces.
FeatureGood DogBreed Ledger
Per-sale fee6.5% of every puppy sold, forever0.5% if you process payments via Breed Ledger ($0.50 floor, no cap). $0 with Venmo, Zelle, or your own method.
Pricing modelVariable, scales with your revenueFlat: Free, $29/mo, or $49/mo. Annual plans get two months free.
Own your buyer dataMarketplace owns the relationshipDirect relationships, in your CRM
Own your websiteYou rent a marketplace listingYour own breeder website + subdomain
Payment processingRouted through Good Dog (mandatory)Optional Stripe Connect, or keep Venmo / Zelle / your method
Marketplace lock-inLeave and lose your reviews + rankingExport your data anytime
Public discoverabilityMarketplace listing under their brandPublic breeder directory + your own SEO
Litter announcements & waitlistLimited, marketplace-formattedReal waitlist with pick order & deposits
Pedigree & genetics toolsNot supportedBuilt-in pedigree trees & genetics engine
Pricing control on your animalsCaps and review by marketplaceYour prices, your terms
004 / Why this matters
Marketplaces rent you customers. Platforms let you own them.
Good Dog is a marketplace. The 6.5% you pay is the rent on buyer traffic. Your reviews, your buyer list, and your reputation all live inside Good Dog's walls. If they change their rules tomorrow, your program changes with them. If they delist you, you lose the channel and the customers.
Breed Ledger is a platform. You get your own breeder website on your own subdomain, your own animal records, your own buyer waitlist with deposits, and your own checkout. The public breeder directory is a discovery layer that helps buyers find you, not a gate that holds them back from you.
The fee math is the easy argument. The data and relationships are the harder one. Both compound. Both compound in the same direction.
005 / Real programs
Programs running on their own platform, not a marketplace.
Interviewing breeders who left Good Dog or actively chose not to? Reach out at dmumphrey@builtbydusty.com and we'll feature your story here.
006 / Stop renting your buyers
Own the program, not just the listing.
Breed Ledger is live and open to the public. Free plan available. Starter $29/mo, Professional $49/mo. Annual plans get two months free. Custom builds for programs that need something the platform doesn't cover yet.
Good Dog's standard marketplace fee is 6.5% of the puppy sale price as of 2026. The exact percentage varies by plan and over time, so adjust the calculator's fee field if your program is on a different tier. The point of the calculator is the math: even a single-digit percentage compounds into thousands of dollars a year against a flat $490/year alternative ($49/mo, or $490/yr with two months free).
They are different, but they compete for the same dollar in a breeder's budget. Good Dog is a marketplace that takes a percentage of every sale in exchange for buyer traffic. Breed Ledger is a platform that gives you your own breeder website, animal records, pedigrees, and a public breeder directory for a flat fee. If you only need buyer traffic and you're happy to rent a marketplace listing, Good Dog can work. If you want to own your buyers, your data, and your prices, Breed Ledger is structurally cheaper and more durable.
Yes. Some breeders use Good Dog as a discovery channel and Breed Ledger as their actual program of record. Just be honest with yourself about whether the Good Dog leads are paying for themselves once you net out the per-sale fee. If your repeat-buyer rate is high, the fee gets harder to justify each year.
Start by creating your Breed Ledger account and setting up your breeder profile, animals, and litters. Reach out to your existing Good Dog buyers with your new domain. The Breed Ledger public breeder directory and your site's SEO will start picking up new buyers over the next 60 to 90 days. Many breeders run both in parallel for a quarter before turning the marketplace listing off.
