Even if you aren't spending time making the product from scratch, you still need enough margin to cover all your indirect costs. I think 3x is still a good starting point, but you should look at the individual product. Is it priced competitively with your competition? Is it an item that could work as a loss leader?
There are certainly some products or situations that could warrant a lower or higher price depending on local market conditions, if it's a product that you want to price aggressively just to get people in the door, etc.