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Never Knowingly Undersold

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How do we set fair prices for our own brand products?

We’re proud of all the products we sell under the John Lewis name, because each one is developed to bring you the best quality and value. And to ensure we offer the most competitive prices, we regularly benchmark all these products against others in the market. 

How do we ensure prices set for branded products are always competitive?

Our dedicated price-monitoring team proactively check the prices of branded products at our national high street competitors every day, including online and during sales. If we find that they are selling the same individual product, sold with the same service conditions, at a lower price, we’ll meet that price in our shops and at johnlewis.com. So we don’t expect you to find a lower price elsewhere. But if you do, you can easily make a price match request.

We apply the same national price to products in our shops and online. But if a local high street competitor within eight miles of one of our shops has a lower price, we may drop our price even further in that shop to meet that of the competitor.

How do we compare prices?

First we need to be sure that the product is available through a high street competitor, rather than, for example, an online-only company. You can find out more about what we mean by high street competitors in the 'small print' section.

Our team also needs to be satisfied that the product is the same make, model, size and colour, and comes with the same conditions of sale, delivery times and service conditions we offer. To find out how we compare products and services, please see the 'small print' section.

What if you do find a lower price elsewhere?

If you do find the same product for sale at a lower price at a high street competitor, either in store or online, and sold with the same service conditions,you can make a price match request. It’s really easy – just let us know in one of the following ways:

Make a claim using this form

Use the John Lewis app on your phone or device

Talk to a Partner in one of our shops

Call our Customer Services team on 03456 049 049 (UK) and +44 (0) 1698 54 54 54 (International)

If our team agrees with your request, we’ll happily match the price when you buy the product from us. Or if you’ve already bought it within the last 28 days, we’ll refund you the difference.


What do we mean by a high street competitor?

Our national high street competitors trade on the same basis as us. They have premises on a high street or comparable shopping destination, which are freely open to the public on the UK mainland. They stock a reasonable range of goods for customers to buy and take away, with clearly displayed prices. Their websites trade under the same brand and on the same basis as their high street shops.

Businesses that trade on a different basis to John Lewis are not deemed comparable high street competitors. These include outlets that operate only on the internet or through mail-order, showrooms attached to internet-only companies, collection points, auction sites, factory outlets, membership clubs, duty-free shops, market stalls or home shopping channels. Also we don’t match competitors who are in administration or closing down. 

Which prices do we match?

The competitor’s prices need to be publicly available to all customers. For us to verify these prices, they need to be displayed in the competitor’s own shop or on their website, or be the first price quoted to our price monitoring team over the telephone. The price must apply to a new, identical individual product, that’s the same make, model, size and colour.

We're happy to consider an individual price match for a competitor which is further than eight miles from one of our shops. Should we agree to your request, if they don't have a nationwide presence, we're unlikely to adjust our national or local selling price.

How do we compare service conditions?

We always aim to offer you the best possible service, so we have a range of delivery options, as well as fitting and installation services if you require them. Our price-monitoring team look carefully at how the competitor sells the product, to ensure that it’s comparable to our offer in the following ways:

Stock availability:

We carry a wide range of products, and for us to match the price, our competitor must have the product in stock (rather than available only to order). For products that we deliver, we ask that the competitor is able to deliver in equivalent timescales to us.

Delivery or Click & collect charges:

For products that require delivery or are available for Click & collect only, we will take any associated charges into account when comparing the total price you will pay.

Fitting or installation services:

We carefully select our fitting and installation providers to ensure that they match the quality of the products we sell. We will consider lowering the combined price of the product and the service, but only if a competitor’s installation service is comparable in terms of quality. We compare things like the scope of the workmanship, the quality of the materials used, the timescale for completing the work and the accreditation of the fitters.

What about special and export orders?

We will consider matching the price on special order lines that aren’t part of our normal stocked range​. We'll also consider matching prices for orders destined for overseas export placed using our specialist export services. But we reserve the right to refuse to ​match prices on ​all such orders where it would be uneconomical for us to do so. ​ We’ll let you know if we’re able to match a price at the point of confirming your ​​order, as after this point we are unable to consider further price match requests.

What about products in our foodhalls?

Our Foodhalls are stocked by Waitrose, not John Lewis, so products in our Foodhalls are not covered by our pricing policy.

What about third-party in-store concessions?

Our third-party concessions, such as Kuoni, are operated by the third party, not John Lewis, so products and services in them are not covered by our pricing policy.

What about foreign currency?

Within our Bureaux de change in John Lewis shops we will match competitors’ foreign currency ‘sell’ rates that are publicly available to all customers, based on those displayed in a bureau or high street competitor’s own website, or the first price quoted to our team over the phone. These rates must be on the same day, for the same amount of currency, and with the same service conditions. This excludes selling foreign currency back to GBP sterling and our online currency service. You’ll need to provide evidence of the competitor quote to a Partner in store. Please ask a Partner at your local John Lewis Bureau de change or click here to find out more.

What about beauty consultations or spa treatments?

We will match the price for identical individual products sold with the same service conditions as set out above. But due tothe individual nature of the treatments and services we offer, we do not consider matching the prices of these.