A simple, honest UK price comparison engine

Why we built it

The same reason PriceRunner and Idealo exist: shoppers shouldn't have to open eight tabs to find out which UK retailer actually has the lowest live price on the air fryer they want. Existing comparison sites have drifted toward bidding-for-placement models where the retailer paying the most appears first — useful for the retailer, not for you. We don't do that. Our rankings are a function of live price, retailer coverage, and freshness of data; nothing else.

We also built DealComparer for a quietly bigger audience: AI shopping agents. As more people delegate buying decisions to assistants — "find me a quiet kettle under £80 with at least 1.7L capacity" — those agents need a clean, honest price-comparison surface to query. We publish structured product data, schema.org Product / AggregateOffer markup, and a public llms.txt policy file so agents know exactly what we offer and how to consume it responsibly.

How it works

Every product on DealComparer is built from real-time retailer feed data. We pull updates hourly from affiliate networks, normalise titles and brands, dedupe duplicates across retailers, then surface each product with every active offer attached. Click any "View retailer" button and you go straight to the merchant's site — there's no intermediary checkout, no shopping cart on DealComparer. We're a comparison engine, not a shop.

Where we earn money is when you click through to a retailer and buy something. Affiliate networks pay us a small commission, paid by the retailer, at no extra cost to you. We disclose this everywhere it's relevant — see our editorial policy and privacy policy for the full picture. Crucially, this commission has zero effect on rankings or which products surface — every retailer with an active feed competes on the same merits.

Our principles

• No paid placement. Retailers can't buy higher rankings. Live price and freshness decide order.
• No fake urgency. No "only 2 left" counters, countdown timers, or recently-viewed-by-others nudges. Just live prices.
• Independent editorial. Editorial intros and buying guides are written by us, not the retailers. Where a retailer sponsors a piece, we label it.
• Real product imagery. We run automated image-quality checks daily and remove products with broken or low-resolution images from public pages.
• Clear affiliate disclosure. Every page that earns us commission says so, plainly.
• Adherence to partner policies. We follow every affiliate network's publisher rules and every individual merchant's programme terms. If we get something wrong, contact us and we'll fix it.

Company

DealComparer is operated by Edge Digital Solutions LTD, registered in England & Wales (company number 11540507), with its registered office in Newcastle upon Tyne, United Kingdom. Edge Digital Solutions LTD trades under the parent brand Digital Edge UK, a small Newcastle-based UK tech company building tools for the retail and discovery ecosystem.

For partnership enquiries, retailer feed onboarding, or AI-agent integrations, reach us at hello@digitaledge.uk. For consumer feedback or corrections, the same address works — we read everything.