As part of my role as Guides Editor on Digital Camera World, I regularly check and update buying guides, and, as well as ensuring they are up to date with the best products, I keep an eye on the prices our automated price-hunting tool serves up. Like any ‘intelligent’ piece of tech, it can sometimes get things wrong – by listing an optional lens hood rather than the lens it fits on, for example.
My process involves checking the retailers we link to, to ensure that the products we list are, indeed, the products the buying guide refers to. Alarm bells usually start ringing when a product is available for substantially less from one retailer than the others our system suggests. Of course, in a competitive market, retailers try to undercut each other by offering discounts from time to time. But more often than not, their competitors react, matching or even bettering prices.
