When your product or service earns a Which? endorsement, it tells your customers you put them first.
Why licence a Which? endorsement
In an age of choice overload consumers are looking for independent proof that they're making the right decision. Our iconic endorsement logo sets the gold standard for recommendations that help millions of shoppers make good buying decisions. If we endorse your product or service, you can purchase a licence to use our logo to power your marketing. We offer a range of licence tiers to suit your marketing needs - depending on which channels you want to promote your endorsement.
Click below to view our different endorsements and the rigorous process a product or service must go through to earn the endorsement.
Best Buy
A Which? Best Buy is a coveted accolade and widely recognised logo. It tells shoppers they can choose a product with confidence because it's earned our stamp of approval. If we rate your product highly enough in our tests to name it a Best Buy, you can purchase the logo and use it to promote your product in the market.
Selecting a product
Our researchers scour the market for the right products to test, based on the selection criteria we've set for the product category. To make sure we stay impartial, we buy products before we test them.
Testing a product
We lab test products using our own set of tests that focus on how people actually use a product. Sometimes we combine our lab tests with user trials, and sometimes we use surveys to ask people who own the product to tell us how reliable it's been for them over time.
Scoring a product
Once we've done all our tests, we take the data, crunch it and translate into test scores that range from five stars to one, with each score rating a specific aspect of how that product performs.
Identifying a Best Buy
We combine all our test results for a product and calculate an overall test score, which we express as a percentage. Every product category has its own benchmark percentage, and product that meets or exceeds it gets our Best Buy recommendation.
Recommended Provider
The Which? Recommended Provider logo shows consumers that a provider is one of the best at delivering what they need. When your service meets our endorsement criteria you can purchase a licence to use the logo and help more consumers to choose with confidence.
Selecting a provider
Providers can't self-nominate – we decide who we select for assessment after researching the market to ascertain the aspects of a service that matter most to customers, which vary from sector to sector.
Surveying a provider
We compile detailed surveys based on our research and share them with large groups of customers to get genuine feedback from the people who actually use the service.
Analysing a provider
We use robust methods to analyse key aspects of a provider's service – which could include its policies, prices and terms & conditions – to see how they uphold key consumers rights and how well they meet the needs of customers.
Recommending a provider
We crunch the data from our surveys and analyses to get overall customer scores and star ratings for each aspect of a service. From these we calculate a provider's overall score and express it as a percentage. We only recommend providers who meet or exceed our percentage benchmark for their service sector.
Best Buy Taste Test
The Which? Best Buy Taste Test is our best buy rating for food and drink products. Top the taste tests we set for your food or drink category and you can purchase our logo to show everyone how good your product is.
Choosing what to test
We select from food and drink categories that are popular with mainstream shoppers and choose products that are easy to find in the big supermarkets, own-brand labels or otherwise.
Deciding how to test
We work with experts in their particular food or drink category to identify the key characteristics of what makes a good and affordable product in that category. Once these characteristics are agreed, we set up our taste tests.
Running our tests
Depending on the product we’re taste-testing, we invite a panel of shoppers or a panel of category experts to blind taste the products we've selected and score them against the key characteristics we've identified.
Finding the tastiest
We crunch all the results from the taste test to give each product an overall test score expressed as a percentage. The products with the highest scores become endorsed with our Best Buy Taste Test recommendation.
Trusted Trader
The Which? Trusted Trader logo helps consumers find a trader they can trust. It recognises reputable businesses and local traders within the home improvement and motor repair industry - you can find out more about becoming endorsed as a Which? Trusted Trader here. Depending on the services you offer, you could be eligible for a Trusted Trader Approved Service logo.
Applying to join the scheme
Depending on the size of your business and after checking your eligibility, our sales team will talk you through the process, fees and what documentation you'll need to provide to get your application started.
The assessment process
We have a rigorous assessment process undertaken by our team of Trading Standard assessors. We run a comprehensive health check of the business including a review of business procedures, finances, competencies, and customer satisfaction.
Getting endorsed
Once any required actions are complete, you will be endorsed as a Which? Trusted Trader and able to use your endorsement to give your customers confidence in your service. Your dedicated account manager will work with you to ensure you make the most of your endorsement.
Recommended Brand
In certain categories, rather than endorsing individual products, we recognise overall brand performance and award a Which? Recommended Brand endorsement — a mark of consistency across a brand's product range.
Helping consumers
The Which? Recommended Brand logo is designed to help consumers quickly identify brands that consistently perform well in our tests, making it easier to choose the best brands with confidence.
Great Value
A Which? Great Value logo is for products that score well in our tests and are priced to offer outstanding value for money. If your product achieves our Great Value endorsement, you can purchase the logo and use it to show shoppers that your product is more than worth the money.
Benchmarking value
A Which? Great Value product tends to be a product that's at least 20% cheaper than the average price in its category, and that scores at least 60% against our Best Buy benchmark or at least significantly better than average.
Cheapest Supermarket
A Cheapest Supermarket (Month) logo can help struggling shoppers to make savvy choices. You can buy and display the logo when your supermarket's prices for everyday grocery items come in lower than the other big UK supermarkets in any given month.
Our Cheapest Supermarket (of the Year) logo is for the supermarket that's had the most Cheapest Supermarket (Month) endorsements in a year than than the other big supermarkets. We announce the leading supermarket in January, and it can buy and display the logo for a year to attract and support cost-conscious shoppers.
Checking prices
We use a list of staple items, including own-label and branded items that are sold by the big supermarkets, to run monthly price checks. From these we work out which supermarket offers the overall cheapest shopping basket in any given month.
Helping shoppers
With millions of shoppers trying to navigate the cost of living crisis, you can give them confidence by using our Cheapest Supermarket logo to show them you're the UK's cheapest supermarket on staples for that month.
Supporting shoppers
With more and more shoppers struggling with rising prices, you can help them to manage their budgets by using our Cheapest Supermarket logo to show them you're the UK's cheapest supermarket of the year.
Eco Buy
A Which? Eco Buy is a product that emerges from our lab tests, surveys and user trials with a proven lower impact on the environment than alternative models in its category. If we recommend your product as an Eco Buy, you can buy the logo to show shoppers that your product is better for the planet.
Deciding what to assess
We started with products that people use regularly, like washing machines, tumble dryers, kettles, dishwashers and fridges. Now our list includes laundry detergents, headphones, rechargeable batteries, built-in ovens, steam irons, steam cleaners and more – and it's growing.
Looking for 'eco-ness'
From being energy efficient and saving water and/or electricity with every usage, to being easily repairable to save on replacement costs and landfill, we also look at whether the product is from a brand with a proven reliability record, meaning it's more likely to last longer.
Making the test grade
A product must be do more than just 'eco' for us to rate it as an Eco Buy – it must perform well in our tests to show us that it does the basics well, and its various test scores must lead to an overall test score of at least 60% for it to be considered.
Scoring and rating
We crunch our test data to get star-based ratings. We calculate the overall test score. As well as the overall score, we also look at the Eco Buy criteria for it's category. If a product meets them, we neame it an Eco Buy. A lot of Best Buys are also Eco Buys.
Eco Provider
A Which? Eco Provider is a service provider that performs well in our standard assessments for its service category, and that also delivers on the specific criteria that we've identified in that category as being environmentally important. If you earn earn our Eco Provider rating, you can buy the logo and use it to reassure shoppers that sustainability matters to your business.
Measuring eco credentials
The criteria we devise for each service category vary greatly depending on the nature of the category. But taking the energy sector as an example, we ask all the major domestic energy suppliers to give us comprehensive data about the electricity and gas they sell to homes, and we scour their websites to see how easy it is for shoppers to understand what they're buying and the environmental impact of their choices.
Scoring 'eco-ness'
We measure a service provider's performance against the environmental criteria we've specified, then crunch the data to rate each aspect of a potential Eco Provider's performance. From these we calculate an overall eco rating expressed as a percentage.
Making the cut
If a provider's eco rating meets or betters the eco benchmark we've set for its category, we name it an Eco Provider. We only recommend providers who meet or exceed our eco percentage benchmark for their service sector.
5* Reliability
Our 5* Reliability endorsement logo highlights the brands that produce long-lasting products that consumers can rely upon. If your brand receives this Which? endorsement then you can purchase a licence to use the logo and help more consumers to choose with confidence.
Based on feedback from real customers
To determine which brands make reliable products we regularly survey thousands of real customers to get their feedback on the products that they own.
We use this data to calculate the fault rates for brands across more than a dozen key product categories. We then combine this information with customer feedback on the severity of each fault along with the age of their product when it first experienced the issue to create an overall reliability rating.
Only the best brands achieve a 5* Reliability rating and can highlight this to customers.
Reviewed By Which?
This new endorsement logo can be only be used on seasonal reviews - such as suncreams. It gives our seal of approval that the suncream has met the safety requirements in our testing allowing consumers to shop with confidence.
What consumers think
We surveyed 2,000 nat rep UK Adults in April 2024 and we found that...
of consumers say a Which? endorsement logo makes them more confident in their purchase.
say they would increase their budget to buy an endorsed product.
of consumers say a Which? endorsement is likely to influence their buying decision.
What brands say
Nationwide
"The Which? logo on our marketing materials is an independent validation that consumers know and trust."
John Lewis
"Across the customers who were exposed to the Which? Recommended Provider logo during our Home Insurance campaign, we saw an increase in sales conversion and also a reduction in cost per sale, which shows the positive impact the endorsement had on a consumer's propensity to buy."
Heatable
"Our work with Which? has been a resounding success, strengthening both our consumer trust and sales revenue."
Starling Bank
"We're really proud to be a Which? recommended current account provider and use the endorsement across a wide range of marketing and communications. It is a signal to consumers that Starling is a trusted brand that looks after its customers."
IKEA
"After our Jattetrott Children's Cot Mattress was awarded a Which? Best Buy, we have worked with Which? to display their seal of approval across all relevant customer meeting points, from online to in-store. The accolade has helped to give our customers extra reassurance when making a purchase, as well as demonstrating that great quality can still be available at low prices."
P&G
"We know consumers look for the Which? logo when choosing a product. For them it instantly says quality and performance."
FlexiSpot Limited
The Which? endorsement has helped us build stronger trust with our customers, enhancing our brand reputation and boosting sales. It has also provided a competitive edge by validating the quality of our products in a crowded market.
Insure and Go
"This recognition is particularly meaningful because we know how much our target market values Which?'s trusted opinions. By sharing this endorsement, we believe it will significantly enhance our brand's reputation and appeal, reassuring customers that they are choosing a brand backed by a name they trust."
Ronseal
"We feel that the Which? brand is highly recognised and trusted within the UK & Ireland. Our products are produced on the basis of delivering exactly what they say on the tin, so to have this endorsement serves to validate that further in the eyes of our consumers and customers. Having this endorsement helps to set our product apart from competitor products in the category and ratifies our strong product claims, enabling our product to stand out in advertising and at point of sale."
Richer Sounds
Whether it’s a Retailer of the Year award, or gaining Recommended Provider status, recognition by Which? is a cause for real celebration for everyone who works at Richer Sounds - we proudly display the logo wherever we can, and our customers regard it as a badge of quality that can be trusted, as Which? is and always has been completely independent and impartial.
Meaco
"It is still the award that consumers make the most references to and the one that carries the most weight with retailers. We noticed an immediate and direct increase in sales. It is a very important part of our product presentation and something we always look to present front and centre to our customers."
TalkTalk
"The logo gives us clout. Which? is independent so shoppers are confident the tests are trustworthy and the reviews are impartial."
Simba
"We constantly seek customer feedback at Simba. We know how much customers value third party reviews of our products and it helps them make an informed decision. Consistently our customers tell us our Which? Reviews and our Best Buy awards are the source they trust above all others."
Birlea
"Being endorsed as a Which? Best Buy has really helped enhance the reputation of our SleepSoul brand within the B2B and B2C market. We are extremely pleased with the Which? logo and it has been highly beneficial to our business growth, offering reassurance of the SleepSoul brand."
CDA
"At CDA, we care about our customers. We want them to know that by choosing CDA they are choosing an appliance brand that stands for quality, reliability and creativity. The Which? Best Buys we have received over the years have helped us to communicate this message to customers and reassure them that they are choosing wisely with us."
Halo
“Which? is trusted by customers, renown for being independent and based on scientific testing. The Which? Best Buy endorsement allows customers to understand that Halo’s products meet high standards and are worth considering. It is an essential part of our marketing activity and incredibly helpful for our customers.”
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