AliExpress raises UK Brand+ price guarantee to £40

AliExpress has expanded its Brand+ price guarantee scheme in the UK, raising price-match refunds on selected products to £40 per item.

The change coincides with the marketplace's anniversary sale, which offers discounts of up to 80% across electronics, toys and collectables, homeware and fashion. The monthly ceiling for successful Best Price Guarantee claims has also increased to £160 on selected items.

The revised scheme applies to products carrying a Best Price Guarantee label. If a shopper finds the same item at a lower price on another eCommerce site within seven days of purchase, AliExpress will refund the difference after verifying the claim.

Sites referenced for price comparisons include Amazon, eBay, Temu and Shein. Brand+, introduced as a dedicated section for branded goods, now includes more than 2,000 labels, according to AliExpress.

Brand focus

AliExpress expanded Brand+ after its initial launch drew stronger demand for branded products. Brands listed in the channel include ECOVACS, Xiaomi, Nubia and POP MART.

The move puts AliExpress in more direct competition with larger online retail rivals as it tries to attract shoppers seeking branded products at lower prices. The updated offer is aimed at consumers comparing prices across multiple marketplaces before buying.

Research cited by AliExpress from a Censuswide survey of 1,500 UK respondents found that more than one in three shoppers would choose AliExpress over Amazon for the best deals. The same survey was also used to support its view that shoppers are increasingly using the platform for branded purchases.

UK delivery

AliExpress said UK local delivery can take one to three days, while cross-border shipping can take as little as five days. Delivery speed has become a key issue for marketplaces competing for UK shoppers, especially in categories such as consumer electronics, accessories and collectables, where buyers often weigh price and delivery together.

The anniversary sale highlights categories where AliExpress sees room for growth, including smart home devices, mobile products and collectables. All three have become highly competitive areas for online platforms seeking repeat purchases.

In smart home, the company highlighted ECOVACS and its range of floorcare and window-cleaning devices. In mobile, discounts apply across Xiaomi and Nubia products, including tablets and smartphones aimed at UK demand.

AliExpress is also giving prominence to collectables sold through POP MART, including Labubu items from The Monsters series. Demand for blind-box toys and limited-edition collectables has grown rapidly on resale and marketplace platforms, making authenticity and stock availability important selling points for online retailers.

Consumer push

The pricing guarantee is one of several ways online marketplaces try to reduce hesitation at checkout. By offering a refund if the same item appears cheaper elsewhere after purchase, platforms aim to reassure buyers who might otherwise delay a transaction while comparing multiple sites.

For AliExpress, the scheme also addresses a long-standing challenge for international marketplaces in the UK and Europe: convincing shoppers that lower prices do not mean higher risk. Brand+ is positioned around branded goods and verified sellers, which AliExpress says is intended to make that clearer for buyers.

AliExpress is part of Alibaba International Digital Commerce Group and operates in more than 200 countries and regions. The marketplace, launched in 2010, built much of its reach through cross-border sales, but competition has intensified as global and regional platforms seek to combine lower prices with faster delivery and stronger brand recognition.

"As AliExpress proudly celebrates its anniversary, we're seeing more British shoppers turn to the platform as they seek premium items with better deals. Our enhanced Brand+ offering is a direct response to this shift," said Finch Li, General Manager, AliExpress UK.

"Brand+ guarantees verified sellers, reliable product quality and competitive prices. It also provides a worry-free delivery experience with free and fast shipping. Our promise to deliver trusted brands, unbeatable value and seamless convenience is a core part of our broader commitment to caring for consumers," said Li.

"As we embark on another year of serving hundreds of millions of consumers, our commitment remains unwavering," Li concluded.