How to compare prices without trusting the first headline
A lower number on the first page you open is not the same as a better deal. We explain how to compare total costs and why official consumer guides tell you to shop around.
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A lower number on the first page you open is not the same as a better deal. We explain how to compare total costs and why official consumer guides tell you to shop around.
A slash through a higher number is not proof you are getting a bargain. We explain what official guidance says about former prices, reference prices and discounts that look larger than they are.
Comparison tools are a shortlist, not a verdict. We explain what the CMA says about paid rankings, why you should still go to the seller's page, and how to keep extras in the total.
Star ratings are easy to glance at and easy to game. We summarise what the FTC, the CMA and Which? say about reading reviews, checking several sources and watching for sudden bursts of praise.
A marketplace is a crowd of sellers under one roof. We walk through the FTC's advice on checking the site, the seller, the photos, the terms and the way you pay.
Some offers are designed to hurry you past ordinary checks. We outline warning signs from the FTC, the CMA and Which?, and a slower routine you can use when a deal feels off.