Image representing the never knowingly undersold proposition

Never Knowingly Undersold


Are you removing your Never Knowingly Undersold Policy?

Yes we’re retiring our Never Knowingly Undersold policy this summer. 

John Lewis is the brand you can trust for Quality & Value. Our Never Knowingly Undersold pledge has given customers reassurance for nearly a century.

However, Never Knowingly Undersold is no longer enough to assure trust because it applies to fewer and fewer sales as shopping moves increasingly online, and isn’t applicable to online-only retailers. So, we’re replacing it with a new approach, which all of our customers can trust because it applies to however and wherever you shop - in store or online. 

We have pledged a £500 million investment so that we can bring you John Lewis quality at great value prices. That’s 25% more than we invested in prices last year.

Retiring Never Knowingly Undersold in favour of everyday Quality & Value means that all John Lewis customers will benefit from great prices everyday - without having to shop around. We will more proactively lead on great value, rather than reacting to other retailers’ price changes. The £500m investment in value is 25% higher than the amount we spent on keeping prices affordable last year. 

Our founding philosophy of treating customers fairly remains. Shoppers can be reassured that we’ll continue to monitor other retailers’ prices especially on products that matter most to them - from mattresses to microwaves and TVs to toys - regardless of whether they’re buying online or in store.  We will contact customers in the summer to confirm the exact date of policy removal - until then our policy remains unchanged and in place.

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

We’re proud of all the products we sell under the John Lewis & Partners 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 checks the prices of branded products at our national high street competitors, 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 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 which has a national presence, 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 UK mainland 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:


What do we mean by a high street competitor?

Our high street competitors trade on the same basis as us. They have multiple premises on high streets or comparable shopping destinations, nationwide, 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 & Partners 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, pop-up or temporary shops, collection points, auction sites, factory outlets, membership clubs, duty-free shops, market stalls or home shopping channels.

We also 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 8 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.

What if a competitor is offering a bundle of products?

We will match on a case-by-case basis the total price for the bundle of products, if the price of the bundle is publicly available to all customers and the products in the competitor’s bundle are identical to products we sell, including any free items. If bundled products offered at a promotional rate by a competitor can also be bought individually at full price, we will generally not lower our price for the bundle itself in store or online.

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 promotions?

We match price-based promotions given at the point of purchase, but we don’t consider service or reward-based promotions, such as trade-ins, cashbacks, extended warranties or express delivery. If a competitor is running a very short-term promotion, we may not have a chance to lower our price, but we’ll still consider refunding you the difference.

What about temporary or exclusive discounts?

We do consider temporarily discounted prices, including any publicly-available voucher codes that are published alongside the product at the point of purchase, or on the competitor’s website. We don’t consider special prices that are only available to certain customers, for instance negotiated prices or prices for groups such as account holders, reward card or club members. We don’t consider prices that are only available through third-party websites, or with voucher codes issued to individual customers or groups.

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 & Partners, so products in our Foodhalls are not covered by John Lewis & Partners 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 & Partners, so products and services in them are not covered by our pricing policy.

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 to the individual nature of the treatments and services we offer, we do not consider matching the prices of these.