diff --git a/assets/views/admin/catalog/_price_preview.html b/assets/views/admin/catalog/_price_preview.html
new file mode 100644
index 0000000..766af27
--- /dev/null
+++ b/assets/views/admin/catalog/_price_preview.html
@@ -0,0 +1,8 @@
+{# OOB fragment: effective-price cells recomputed from the unsaved profile
+   selection on the products page. Each span replaces the matching #eff-<id>
+   span in the table via htmx out-of-band swap. Rendered by
+   admin_products::profiles_preview. #}
+{% import "macros/ui.html" as ui %}
+{% for product in products %}
+<span id="eff-{{ product.id }}" hx-swap-oob="true">{{ ui::eff_price(p=product, preview=true) }}</span>
+{% endfor %}
diff --git a/assets/views/admin/catalog/products.html b/assets/views/admin/catalog/products.html
index 63943c1..51cf00e 100644
--- a/assets/views/admin/catalog/products.html
+++ b/assets/views/admin/catalog/products.html
@@ -40,6 +40,9 @@
   </p>
   {% if profiles | length > 0 %}
   <form method="post" action="/admin/catalog/products/profiles?audience={{ audience }}" class="mt-3 space-y-3"
+    hx-post="/admin/catalog/products/profiles/preview?audience={{ audience }}&category={{ selected_category }}"
+    hx-trigger="change"
+    hx-swap="none"
     x-data="{
       orig: { {% for p in profiles %}'{{ p.id }}': {% if p.assigned %}true{% else %}false{% endif %}{% if not loop.last %}, {% endif %}{% endfor %} },
       sel: { {% for p in profiles %}'{{ p.id }}': {% if p.assigned %}true{% else %}false{% endif %}{% if not loop.last %}, {% endif %}{% endfor %} },
@@ -113,12 +116,7 @@
           {% endif %}
         </td>
         <td class="px-4 py-3 tabular-nums">
-          {% if product.effective_reduced %}
-          <span class="font-medium text-primary dark:text-primary-dark">{{ product.effective_price }} {{ product.currency }}</span>
-          <span class="ml-1 text-xs text-on-surface/60 dark:text-on-surface-dark/60">(−{{ product.effective_percent_off }}%)</span>
-          {% else %}
-          {{ product.effective_price }} {{ product.currency }}
-          {% endif %}
+          <span id="eff-{{ product.id }}">{{ ui::eff_price(p=product) }}</span>
         </td>
         <td class="px-4 py-3 tabular-nums">{{ product.stock }}</td>
         <td class="px-4 py-3">
diff --git a/assets/views/macros/ui.html b/assets/views/macros/ui.html
index 1aa68d0..605e1bb 100644
--- a/assets/views/macros/ui.html
+++ b/assets/views/macros/ui.html
@@ -122,6 +122,21 @@
 {%- endif %}
 {%- endmacro badge %}
 
+{# Effective-price cell content for the admin products table. The value is
+   colored only when it differs from the regular price (effective_reduced);
+   when equal it renders in the plain text color, unified with the Price column.
+   `preview=true` uses the info color (an unsaved profile-toggle preview) instead
+   of the saved primary color. No t() calls, so it is safe inside a macro. #}
+{% macro eff_price(p, preview=false) -%}
+{%- if preview -%}{% set strong = "text-info" %}{%- else -%}{% set strong = "text-primary dark:text-primary-dark" %}{%- endif -%}
+{% if p.effective_reduced %}
+<span class="font-medium {{ strong }}">{{ p.effective_price }} {{ p.currency }}</span>
+<span class="ml-1 text-xs text-on-surface/60 dark:text-on-surface-dark/60">(−{{ p.effective_percent_off }}%)</span>
+{% else %}
+{{ p.effective_price }} {{ p.currency }}
+{% endif %}
+{%- endmacro eff_price %}
+
 {# ---- Form controls. Verbatim Penguin classes from
    penguinui/{text-input,text-area,select,checkbox,file-input}/default-*.html.
    These macros emit only the control (callers keep their own <label>/layout), so
diff --git a/src/controllers/admin_products.rs b/src/controllers/admin_products.rs
index 51b81a0..c71da28 100644
--- a/src/controllers/admin_products.rs
+++ b/src/controllers/admin_products.rs
@@ -432,6 +432,62 @@ fn percent_off(regular_cents: i64, sale_cents: i64) -> i64 {
     off.round() as i64
 }
 
+/// Preview the effective prices that the submitted (unsaved) checkbox set would
+/// produce, without persisting anything. Returns OOB `<span>`s that htmx swaps
+/// into the effective-price column so the admin sees the effect before Save.
+#[debug_handler]
+async fn profiles_preview(
+    auth: auth::JWT,
+    jar: CookieJar,
+    ViewEngine(v): ViewEngine<TeraView>,
+    Query(params): Query<HashMap<String, String>>,
+    State(ctx): State<AppContext>,
+    body: String,
+) -> Result<Response> {
+    guard::current_admin(auth, &ctx).await?;
+    let audience = read_audience(&params);
+
+    let profile_ids: Vec<i32> = form_urlencoded::parse(body.as_bytes())
+        .filter(|(k, _)| k == "profile_ids")
+        .filter_map(|(_, value)| value.parse::<i32>().ok())
+        .collect();
+
+    let all_categories = categories::Entity::find()
+        .order_by_asc(categories::Column::Position)
+        .order_by_asc(categories::Column::Name)
+        .all(&ctx.db)
+        .await?;
+    let list = products::Entity::find()
+        .order_by_desc(products::Column::CreatedAt)
+        .all(&ctx.db)
+        .await?;
+    let effective =
+        pricing::audience_price_many_preview(&ctx, &list, audience, profile_ids).await?;
+
+    let selected_category = params.get("category").map(String::as_str).unwrap_or("all");
+    let filter = view::category_filter_ids(&all_categories, selected_category);
+
+    let mut rows = Vec::new();
+    for (product, priced) in list.iter().zip(effective.iter()) {
+        if !view::category_filter_keep(&filter, product.category_id) {
+            continue;
+        }
+        rows.push(json!({
+            "id": product.id,
+            "currency": product.currency,
+            "effective_price": format_price(priced.price_cents),
+            "effective_reduced": priced.is_reduced(),
+            "effective_percent_off": percent_off(product.price_cents, priced.price_cents),
+        }));
+    }
+
+    format::view(
+        &v,
+        "admin/catalog/_price_preview.html",
+        json!({ "products": rows, "lang": current_lang(&jar) }),
+    )
+}
+
 /// Replace the profiles applied to this audience with the submitted checkbox set
 /// (`profile_ids`, a repeated field parsed directly from the body).
 #[debug_handler]
@@ -631,6 +687,10 @@ pub fn routes() -> Routes {
             post(create).layer(image_limit.clone()),
         )
         .add("/admin/catalog/products/profiles", post(sync_profiles))
+        .add(
+            "/admin/catalog/products/profiles/preview",
+            post(profiles_preview),
+        )
         .add("/admin/catalog/products/{id}/edit", get(edit))
         .add(
             "/admin/catalog/products/{id}",
diff --git a/src/shared/pricing.rs b/src/shared/pricing.rs
index 6f70d15..27b1a64 100644
--- a/src/shared/pricing.rs
+++ b/src/shared/pricing.rs
@@ -370,6 +370,40 @@ pub async fn audience_price_many(
     Ok(list.iter().map(|p| detail_for(p, &pc).priced()).collect())
 }
 
+/// Like [`audience_price_many`], but prices against an *unsaved* set of profile
+/// ids for the active audience instead of the persisted assignment. Used by the
+/// products page to preview effective prices as the admin toggles profile
+/// checkboxes, before they hit Save. For the business tab the personal layer
+/// stays the persisted one (businesses get the lower of personal/business), and
+/// only the business layer is replaced by the previewed selection.
+pub async fn audience_price_many_preview(
+    ctx: &AppContext,
+    list: &[products::Model],
+    audience: &str,
+    selected_profile_ids: Vec<i32>,
+) -> Result<Vec<PricedProduct>> {
+    let preview = load_profiles_by_ids(ctx, selected_profile_ids).await?;
+    let (personal, business, b2b) = if audience == AUDIENCE_BUSINESS {
+        (
+            load_audience(ctx, AUDIENCE_PERSONAL).await?,
+            preview,
+            Some(B2bContext {
+                manual: HashMap::new(),
+                profiles: LoadedProfiles::empty(),
+                resolutions: HashMap::new(),
+            }),
+        )
+    } else {
+        (preview, LoadedProfiles::empty(), None)
+    };
+    let pc = PricingCtx {
+        personal,
+        business,
+        b2b,
+    };
+    Ok(list.iter().map(|p| detail_for(p, &pc).priced()).collect())
+}
+
 /// Price one product for `user` (`None` = anonymous/public).
 pub async fn price_for(
     ctx: &AppContext,