Have you gotten any pushback on your $19.95 price?
Handling: $5
Shipping: $4.xx for <4, $9.xx >5+
Basically if you order over the phone it costs you $15 or so, plus the inconvenience of having to wait on the phone, and verbally submit your credit card information and shipping address.
In the end, it really costs my customers $5 for the convenience of ordering online, through PayPal. Economies of scale let me process each order for less than what it would cost to order 1 at a time, so I can cover the final shipping cost on my end because of the savings.
I haven't had any complaints about price, but I did see a comment on Jackcheng.com comparing me to GM or Ford because of the price.
edit Here's the actual comment if you don't want to go hunting for it: "That's awesome that you take a $4.95 product and mark it up to $19.99. Do you work for Ford or GM or something?"
I don't think he ordered one.