A long-running "best of" buying-guide site that does real hands-on testing for some categories, but by its own disclosure earns affiliate commissions on the products it ranks.
What it's really for A broad 'best of' affiliate publisher (Future plc), mixing some hands-on testing with editorial picks.
What our grade covers The grade on this page is about its 'top ten' lists and buying guides, not everything the site does.
High Scoring Confidence Checked against primary sources. We are confident in the facts and the grade here.
Revenue comes mainly from affiliate commissions paid by retailers when readers buy through its links; the site states "our revenues are generated from affiliate links to retailers" and that because these affiliate revenues are "standardized," it "won't push you towards one product or retailer over another," and that it takes "no money or compensation from brands when we review their products."
Source →- Operating since
- 2003 (23 years) · source
- What it costs you
- Free to read The reviews are free to read.
- How they make money
- A broad consumer "best of" review and buying-guide publisher, owned by Future plc, that monetizes the products it ranks through retailer affiliate links.
- What they do
- It publishes ranked "top ten" lists, star-rated reviews, and buying guides across appliances, electronics, software, and other consumer categories, mixing multi-week hands-on testing with editorial research.
- What to watch for
- The site earns an affiliate commission when you buy through its links, so the rankings you read are attached to a financial stake in your purchase, even though it says those commissions are standardized and don't change the order.
- Composite score
- 2.70 / 5.00 → grade C+
How the grade was reached
Does the site take money from the very entities it ranks? Pay-for-placement, vendor-funded data, and affiliate commissions all pull this down. The less the ranking can be bought, the higher the score.
What is the ranking actually built on? Hands-on testing scores highest, then verified first-hand reviews, then opinion or popularity surveys and self-reported figures, then pay-to-rank, which scores lowest.
Is the methodology published, specific, and reproducible? Can a reader see how a given rank was reached, or is it a black box?
Are commercial relationships, sponsorships, and affiliate arrangements disclosed clearly and near the rankings themselves, rather than buried?
How hard is it to game? Controls against fake reviews, solicited reviews, and vendor gaming raise this; an open box anyone can stuff lowers it.
Evidence
- The site states: "Our revenues are generated from affiliate links to retailers if you make a purchase through our site. As these affiliate revenues are standardized, you can rest assured we won't push you towards one product or retailer over another" and "we take no money or compensation from brands when we review their products." Source: Top Ten Reviews - How we test, review and rate →
- On testing: "All of our products are tested using in-depth and repeatable testing methods" in home environments, with full product reviews "thoroughly tested for a minimum of two weeks," while "hands-on reviews" are brief impressions from events; products receive five-star category scores combined into an overall rating. Source: Top Ten Reviews - How we test →
- About page confirms ownership: "Top Ten Reviews is part of Future PLC" / part of "Future US Inc, an international media group," and discloses multiple revenue streams including affiliate fees, advertising, sponsorships and lead generation, stating these "do not influence the review scores." Source: Top Ten Reviews - About Us →