What earns a place in a Macmora comparison.

1. Exact variant first

We match brand, exact fragrance or flanker, concentration, millilitres and complete bottle format. Refills, sets, testers, alternative editions and different concentrations or sizes are excluded.

2. Listed item prices

We compare public GBP item prices shown on retailer pages. Voucher codes, membership reductions, basket thresholds and gifts are recorded as caveats and are not deducted unless the retailer page already reflects the reduction in its displayed item price.

3. Freshness is enforced

Every offer has a re-check deadline. Once that deadline passes, Macmora stops presenting the stored price as current and labels it “Needs re-check” until fresh research or a retailer feed updates it.

4. Availability claims stay conservative

An “add to bag” control is not the same as checkout-confirmed stock. Where retailer pages give conflicting availability signals, we show the price with an availability caveat rather than claim the item is in stock.

5. Delivery is not silently assumed

Published free-delivery thresholds can be recorded, but postcode eligibility and final checkout totals are not represented as verified unless they actually are.

6. “Lowest” has a limited scope

When we say “lowest listed price”, we mean among the selected retailers shown for that exact variant at that check. We do not claim that Macmora has searched every UK retailer.

7. Popularity and editorial judgement are separate

A retailer bestseller-category signal tells you where a fragrance appeared on that retailer’s site. It is not national sales data. Macmora editorial picks are labelled as editorial choices.

8. Commercial relationships do not set the order

Current direct links may be ordinary retailer links. Where a future link can generate affiliate commission, it will be clearly disclosed; commission does not determine the qualifying price order.

Research dataset generated 12 October 2026 and manually refreshed where noted.