Amazon and eBay are both huge marketplaces, and on both of them the company whose name is on the website is often not the company selling you the product. That matters for delivery, returns, warranties and, sometimes, whether the item is genuine. A couple of minutes checking the seller can save a lot of hassle.
Who are you actually buying from?
On Amazon UK
Product pages show "Dispatches from" and "Sold by" near the buy button. There are three common combinations:
- Dispatched and sold by Amazon: Amazon is the retailer. Returns and faults go through Amazon.
- Sold by a third-party seller, dispatched by Amazon: the seller owns the stock, but Amazon stores and delivers it. Returns usually go through Amazon's system, but the seller is still the retailer.
- Sold and dispatched by a third-party seller: the seller handles everything, including delivery times, which can be longer, especially if the item ships from abroad.
Click the seller's name to see their profile, ratings and business details.
On eBay
eBay listings are always from a seller, never from eBay itself. Sellers can be:
- Business sellers, who must follow UK consumer law, including the 14-day right to cancel online orders. Their business name and address should be shown on the listing.
- Private sellers, who have fewer legal obligations. Items must be as described, but there's usually no right to return just because you changed your mind.
Our article on UK consumer rights for online purchases explains the difference in more detail.
Reading ratings and feedback
Percentage and volume together
A seller with 99% positive feedback from 20,000 sales is a very different proposition from one with 100% from three sales. Look at both the score and the number of ratings, and at how long the seller has been trading.
Recent feedback
A long history can hide a recent problem. On both sites, look at feedback from the past month or two. A sudden run of complaints about late delivery, wrong items or no response can mean the account has changed hands or the seller is struggling.
What the negatives say
Read the negative and neutral comments. One-off courier delays are normal. Repeated complaints about counterfeit goods, items "not as described", or refunds refused are serious red flags.
Product reviews aren't seller reviews
On Amazon, the star rating at the top of a product page is about the product, and may be pooled from different versions or sellers. Check the seller's own rating separately, especially if several sellers offer the same item at different prices.
Warning signs of a risky listing
- A well-known brand far below its usual price. Big discounts on branded chargers, headphones, perfume or trainers from unknown sellers are a classic counterfeit sign.
- Vague or copied descriptions, stock photos only, and no model number.
- Brand new seller accounts with a large range of high-value goods.
- Requests to pay outside the platform, for example by bank transfer, or to contact the seller by email or messaging app to "get a better price". Paying off-platform usually means losing buyer protection. Don't do it.
- Very long delivery estimates on items described as UK stock.
- Electricals with no UK plug or UKCA/CE marking information. Cheap, unbranded chargers and heaters can be a safety risk, not just a quality one.
Extra care for electricals
Fake or poorly made chargers, power banks and heaters can overheat. For anything that plugs into the mains or charges a battery:
- Buy from the brand's official store, a major retailer or a seller with a long, strong track record.
- Check the plug is a proper UK three-pin plug, not an adaptor.
- Be wary of chargers claiming implausible power from a tiny body at a rock-bottom price.
Our electric heater safety article covers heaters in more depth.
Price checks that help
- Compare sellers for the same item; include postage in the comparison.
- Use price history tools for Amazon, such as CamelCamelCamel or Keepa, to see the item's normal price.
- Search the exact model number at other retailers.
See how to spot a fake Black Friday discount for more.
Amazon or eBay: which is better?
Neither is always better. A rough way to decide:
- Amazon tends to suit new, branded items where you want quick delivery and a simple returns process, particularly when sold or dispatched by Amazon.
- eBay is strong for used, refurbished, discontinued and niche items, and for comparing many sellers. Business sellers with long track records can be just as reliable as any shop.
Whichever you use, pay through the platform's checkout, keep your order confirmations, and raise problems through the platform within its stated time limits.
Check delivery estimates and location
Look at where an item ships from. Listings that say "UK stock" but give a two-to-three-week delivery estimate may actually be shipped from abroad, which can mean slower delivery, harder returns and occasionally extra charges. On eBay, the item location is shown on the listing; on Amazon, check the seller profile and delivery details.
Quick checklist before you click buy
- Who is the seller, and are they a business or private seller?
- How many ratings do they have, and what does recent feedback say?
- Is the price believable for the brand?
- What's the total cost including delivery?
- What are the returns terms?
- Is the payment staying on the platform?
At Readmine, our guides link to specific Amazon UK product pages and a few partner shops; when you land on a listing, these checks still apply. You can read more in how Readmine chooses and checks products.