John Lewis Never Knowingly Undersold Price Match Guarantee

Q – When is a Price Match Guarantee not a price match guarantee ?

A – When it’s a John Lewis Price Match Guarantee

The John Lewis ‘Never Knowingly Undersold‘ price match policy sounds great doesn’t it? You can shop around and come back to a great shop with great service and their price match policy will match the lowest price you find elsewhere…. or will they ?

Well, in many cases they won’t! The John Lewis ‘Never Knowingly Undersold‘ policy has many restrictions and limitations attached to it it’s pretty hard to claim.

As an example I recently tried to buy a Samsung TV from them. The John Lewis Price was £699 and I found a high street store selling the same TV at £569, the store also had an internet business selling it at £599. John Lewis wouldn’t match either price, despite the rival having a physical shop.

The response from John Lewis is below:

Dear Sir,

Thank you for your enquiry with regards to the Samsung UE46F5500 television.

In order to match a price request, the competitor must trade on the same basis as us, for example we will not match online only retailers, mail order only or show-rooms attached to internet-only orders. I regret that after review the request you have submitted does not match all or parts of this policy.

Although Electronic Empire have a high street store, the branding between their website and their retail shop, Premier AV are inconsistent. Where we are investigating a price match with a website, it must trade under the same brand name and on the same basis as their high street shop.

If you would like to view more information about Never Knowingly Undersold and our pricing you can do so on our website. I have included a link below for your convenience.

I am sorry I have not been able to reduce the price on this occasion. If you require any further information or assistance please do not hesitate to contact me.

Yours sincerely,


Update – The John Lewis Price Match Policy Can Work !

Well sometime perseverance can pay off! I exchanged a few emails with John Lewis re. the TV and they paid up ! So even if John Lewis initially refuse to pay out under their ‘Never Knowingly Undersold’ price match policy, it’s worth arguing the point a bit. I am a happy John Lewis customer again