The UK Price Truth Report
We audited our own pages against live retailer listings. Most of the prices were wrong. Here's the evidence — and what we changed.
What we found
In July 2026 we began re-checking every pound figure on this site against the live UK retailer listing for the exact product — same model code, same variant, new condition only. Of the first 13 product prices we re-verified, 12 were wrong. The average absolute error was roughly £114, and the largest was £519 — a television listed on our page at £2,980 that actually cost £3,499.
The errors ran in bothdirections. Some pages flattered products with prices hundreds of pounds below reality; others overstated by enough to send a reader away from a genuinely good deal. If our pages were this wrong, others' will be too: most review sites quote launch prices, converted foreign prices or last quarter's promotions — and never look again.
The corrections, in the open
| Product | We showed | Verified live price | Error |
|---|---|---|---|
| LG OLED77C6 | £2,980 | £3,499 | £519 understated |
| Apple MacBook Air (M4, 16GB/512GB) | £1,020 | £1,250.11 | £230 understated |
| Google Pixel 10 Pro XL | £1,199 | £999 | £200 overstated |
| Google Pixel 10a | £555 | £389.99 | £165 overstated |
| Anker Soundcore Space One ProThe old figure tracked a renewed (refurbished) listing, not new stock. | £105 | £149.00 | £44 understated |
| DJI Osmo Action 6 | £325 | £369 | £44 understated |
| Apple AirPods Max 2 | £495 | £499 | £4 understated |
| Philips Baristina | £299.99 | £299.99 | Exact — no correction needed |
Prices as previously displayed on our pages versus the live UK retailer listing on the day of re-verification, July 2026. Each check is recorded with the listing, the observed value and the date.
Why prices go wrong
- Converted foreign prices. A euro launch price converted at some past exchange rate is not a UK price. Dozens of our older pages carried these approximations; we are replacing every one with a verified figure or no figure.
- Renewed listings.Refurbished units often surface first and cheapest. One of our own pages quoted a “price” that turned out to belong to a renewed listing — new stock cost £44 more.
- Wrong variant. A different storage size, colour bundle or — with televisions — a wall-mount-only model code can differ by hundreds of pounds from the product actually reviewed.
- Time. Street prices move weekly. A price checked once and never again is a countdown to being wrong.
What we changed
Every price on this site now requires a recorded verification — the exact listing, the observed value and the date — before it is shown, and reviews display when their price was last verified. Prices that have not been re-checked recently are hidden automatically rather than shown stale. Where no reliable current offer exists (a discontinued product, or only collector-priced residual stock), we say so instead of quoting a number.
The full methodology lives on our How We Review page. This report will be updated as the re-verification programme continues.