Consumer Review Policy

We know how important honest reviews are when you're choosing your new electricals. That’s why we’ve got this clear Consumer Review Policy in place. It’s all about making sure every review you see on our site is genuine, trustworthy, and written by real customers.

We work hard behind the scenes, and with our partners, to spot and remove anything fake or misleading, so you can shop with confidence. Your feedback makes a big difference. It helps us see what’s working and where we can do better. This policy sets out how we collect, use and share customer reviews – always in a way that’s clear, fair and trustworthy.

Product Reviews

1 . How do we collect product reviews?

As the most trusted electrical retailer, we work with Feefo - a leading independent review platform used by thousands of brands - to collect genuine product feedback from real customers.

Product reviews are by invitation only. This means only customers who have bought a product from us will get an email asking for a review of that item. We give plenty of time for customers to receive and use their products before we ask for an honest review.

As a member of Feefo’s network, we’re also able to show you reviews from verified customers who’ve bought the same product from other retailers. This helps give you a bigger, more balanced picture before you buy.

2. How do we moderate reviews?

Every product review goes through Feefo’s moderation process to make sure it meets their published guidelines.

From time to time, reviews may not be published if they do not meet these guidelines. Examples include (but are not limited to):

• False or misleading content
• Swearing or offensive language

You can read Feefo’s full moderation guidelines here.

3. How do we show review scores?

Product review scores are displayed as a star rating and score underneath the product titles and descriptions on site.

We also show these scores in our product recommendations across the site, and sometimes in our emails.

On the product page, we make it clear that these reviews are collected by Feefo, and we show how many reviews make up the overall score for a product. 

A customer can read all reviews for each product easily, and each individual review can be found on the product page under the reviews section.  

4. Are any product reviews incentivised?

Yes. Occasionally, we may give a free product in exchange for an honest review.

These reviews are always clearly marked with an ‘incentivised’ badge on the product page, and on Feefo, to ensure full transparency.

5. How can you report false or misleading reviews?

If you spot a review on our website or Feefo that looks false or misleading, the best thing to do is report it directly to Feefo.

Both customers and businesses can flag reviews they think are suspicious. Feefo will check them against their policies and remove them if needed.

Honest feedback matters to us – and to you. It’s all part of our commitment to being the UK’s Most Trusted Electrical Retailer.

6. How do we listen to your feedback on products?

If we notice a product receiving consistently low scores on Feefo, we’ll raise it with the manufacturer and in some cases, take other actions too.

If you have any concerns about any part of our reviews process or policy, please get in touch with us at [email protected].

How do we work with content creators?

Sometimes we team up with influencers or content creators to spread the word about our products and services. When that happens, here’s what you can expect:

• Posts, videos or content will always be clearly marked as ads or paid partnerships
• We ask influencers to share their genuine experience and not just read a script
• We stick to all the advertising rules set by the ASA and CMA, including clear labelling of sponsored content

Our goal? To be upfront with you whenever content is promotional, so you always know when someone’s being paid to talk about us.

Just so you know, we never offer incentives for service reviews. So, if a content creator leaves a review on Trustpilot, it’s their honest opinion based on their real experience.

Service Reviews:

1. How do we collect service reviews?

We work with Trustpilot, an independent review platform, to collect reviews on our overall service from our customers. All customers that place an order and take delivery of a product are invited to review us by email.

We want to hear from everyone. Not just the happy customers. That’s why we ask for feedback on all experiences – so we get the full picture and keep things fair and balanced.

We never incentivise Trustpilot reviews, in line with their Integrity Policy.

Customers that leave a review by following the link in their Invite email will be flagged as a ‘Verified’ customer on our Trustpilot profile. Customers can also leave a review by coming directly to our Trustpilot page and following the ‘Write a Review’ link. These reviews won’t be flagged as ‘Verified’.

The guidelines for reviewers’ state that a reviewer must be over 18 and must have had a recent, genuine experience with our business.

2. How do we moderate reviews?

Trustpilot work hard to ensure the integrity of our reviews and take a responsible approach to technology. 

Reviews may be rejected if they violate the guidelines for reviewers, for example containing personal information, not being based on a genuine experience or containing harmful or illegal content.

We have the opportunity to flag and report reviews to Trustpilot for investigation in these scenarios.

If a review is rejected, a customer will receive an email from Trustpilot explaining why. A customer will be presented with the guidelines and will have the opportunity to edit their review or appeal the decision.

3. How do we show review scores?

You’ll see our Trustpilot score and star rating across our website, in emails, and sometimes in our marketing. Whenever we share our score, we’ll always show it’s from Trustpilot and make sure it’s accurate and up to date.

And just so you know – we never filter or change review scores. What you see is what’s real.

4. How do we show individual reviews?

Sometimes we share customer reviews and comments on our site or in emails. When we do, we’ll always say they’re from Trustpilot. We might need to trim them a little to save space or for clarity, but we’ll never change what our customer meant.

We’ll also show the overall review score, so you can see the bigger picture.

We don’t show every review, but we pick quotes that reflect real, typical customer experiences.

Our profile on Trustpilot is available to view publicly here: https://uk.trustpilot.com/review/www.ao.com

You can also see more information on our score and review volumes here on our Most Trusted page.

5. How can you report false or misleading reviews?

If you spot a review on an independent platform that looks false or misleading, the best thing to do is report it directly to that platform.

On Trustpilot, both customers and businesses can flag reviews they think are suspicious. They’ll then review it against their policies and remove it if needed.

Trustpilot works hard to keep things fair and secure. They invest in privacy and security, use fraud detection systems, and screen all reviews with automated tech to catch and remove anything that breaks the rules.

We do our bit too. We regularly monitor the reviews we share - whether it’s on our website or in marketing, we check them regularly to make sure they’re accurate, relevant and still reflect real experiences.

Honest feedback matters to us – and to you. We’re committed to being the UK’s Most Trusted Electrical Retailer.

6. How do we listen to your feedback?

If a review has a low score, we treat it as a complaint. Our Contact Centre team will step in to resolve the issue and reply to the review on Trustpilot. We aim to respond within 24 hours – and usually it’s much sooner.

Our Insight team keeps track of all complaints and feedback from Trustpilot. They categorise the data to spot trends, then share reports with internal teams to drive improvements and take action where needed.

These insights help us understand what’s working well, where things aren’t, and how we can keep making our service better.

If you have any concerns about any part of our reviews process or policy, please get in touch with us at [email protected].