How we rank and compare

Our comparisons are intended to help you understand and compare the products and prices of the online stores we cover. This page explains exactly how results are ordered and where the information comes from, so you can judge it for yourself.

Scope of the market

Unless expressly stated, our coverage does not include every store or product available in the market. TrueBrands.ai shows offers from the online stores that participate in our affiliate network partnerships (currently via Connexity). A store that is not listed may sell the same item, possibly for less.

Commercial relationships and ranking

We maintain commercial relationships with the stores featured on this Site and may receive compensation when you click through to them. These commercial relationships are not taken into account when ordering results, choosing the "lowest price" store, or deciding which products appear. Neither the commission rate nor the cost-per-click a store pays is used as a ranking signal anywhere on the Site. If we ever introduce paid placements they will be clearly labelled "Sponsored" and shown separately from organic results.

How search results are ordered

The default "Relevance" order combines three signals:

• Relevance - how well the product title, brand and description match what you typed (full-text search with spelling correction).
• Information quality - a 0-1 score reflecting how complete the listing is: product images, a reliable identifier (GTIN/UPC or MPN), a description, brand and category. Better-documented products rank slightly higher because they are easier to compare safely.
• Price-comparison value - products sold by more than one store get a small boost, because comparing them is where this Site adds the most value.

You can override this at any time with the sort options: lowest price, highest price, biggest discount, most stores or newest. Category, brand and store pages use information quality and number of stores by default.

How the "lowest price" is chosen

On every product page the stores selling that exact product are listed from the lowest to the highest item price as last reported in each store's feed. Shipping costs are shown next to the price only when the store reports them; otherwise we say "shipping not included". Delivery cost, taxes and promotions applied at checkout can change the final total, so please check the store's own page before buying.

Product matching and variants

Offers from different stores are grouped as one product only when they share a reliable identifier such as a GTIN/UPC barcode; similar titles alone are never merged. Size and colour variants of one item are grouped into one listing with pickers, and the listing card shows the lowest price among the shown variant's stores. "Deal" badges and percentages come from the regular price reported by the store itself.

Data sources and freshness

Prices, availability, images and store details are obtained from merchants' product feeds through Connexity. Feeds are normally synchronised every day; the time of the last successful update is shown on store pages. Offers that disappear from a feed are removed, and product pages without any active offer are marked as unavailable. Because prices can change between updates we cannot guarantee that every price is current at the moment you visit.

AI shopping assistant

The assistant answers only from our catalogue and is instructed to separate facts (taken from the data) from its own suggestions (labelled "Suggestion"). It does not receive any commission information. It can still make mistakes, so verify important details on the store's website.

Corrections

If you believe a price, product or store detail is wrong or outdated, please tell us through the Corrections & complaints page. We may review supporting information from users, merchants or other sources before making a correction.

Last reviewed: 15 October 2026. Our comparisons represent factual price information plus a general comparative ordering; they are not guarantees, recommendations tailored to individual circumstances, or assurances that a particular product or store will be suitable for every user.