About simply-utility

Why I started simply-utility

I started simply-utility because buying something as ordinary as an air fryer had become exhausting. Every search turns up "best of" lists stuffed with sales talk, social media pushes whatever is trending, and it's hard to tell which products are genuinely good and which are just loudly marketed. I struggled to find articles that simply gave the facts, so I decided to write them myself.

simply-utility compares well-established products side by side: models that plenty of people have bought, that come with proper documentation – specifications, user manuals – and that trace back to a real manufacturer. I take the specifications from the manufacturers themselves, not from the shops selling the products. The one exception is Amazon Basics, where Amazon is the manufacturer.

I do the research. I use AI tools to help gather and organise the data, but I check every figure against its source before it's published. The aim is simple: to do the trawling so you don't have to.

I'm UK-based and have lived here for a very long time. Like a lot of people, I've watched trust drain away as social media, spam and endless sponsored content fill our days. This site is my small attempt to cut through that.

Full disclosure: how this site is funded

I'm part of the Amazon Associates programme. If you buy something after clicking a link on this site, I may earn a small commission, at no extra cost to you. That commission helps keep the site running. It never decides which products appear here – my selection test does. Amazon is currently the only affiliate programme I use. I'm independent: I have no connection with any of the manufacturers whose products I compare, and none of them has paid to be included or supplied products to me. Sponsored listings and badges on Amazon don't influence my choices either.

Why I link to Amazon

I link to amazon.co.uk because it's practical for most UK buyers: fast delivery across the UK, one account for thousands of products, and returns handled under Amazon's own returns policy. Always check the seller, delivery and returns details on Amazon before you buy.

How I choose products

Every product has to pass a published selection test: it must be a current model on the manufacturer's UK website, sold in the UK, not subject to a UK safety recall when I check, properly documented, well established with buyers, and backed by a UK warranty. Comparisons are kept fair – similar products, different brands, a spread of prices. Read the full test and its limits.

A Simply Web project

simply-utility is a Simply Web project. If you'd like a clear, fast website like this for your own business, take a look at Simply Web.