As of 13 August 2026, AI can only partly compare your prices with UK competitors.

What to actually do

1. Use a tool built for this

   The route this page recommends

2. Do it yourself

   Second choice

   A chat interface, chat-fluent skill, and roughly 1 hour until you can act on the result.

   How to actually do it

   1. Open your current UK price list and copy each product or service, tier, quantity, VAT treatment, mandatory charge and contract term into a spreadsheet.
   2. Open the UK competitor product and pricing pages you want to compare, then record the source URL, product description, displayed price, VAT treatment, delivery or setup charges, contract terms and any offer wording.
   3. Paste the spreadsheet rows and the competitor notes into a chatbot using the prompt above, keeping each competitor's source URL beside its data.
   4. Answer the chatbot's clarification questions with your actual product specifications, customer segment and pricing objective, or tell it that the information is unavailable.
   5. Export or copy the comparison table and conclusions into your spreadsheet, then compare every calculated figure against your current price list and the original competitor pages.
   6. Mark unmatched products, temporary offers, inaccessible pages and prices with unclear VAT or mandatory charges, and send the verified table to a colleague or pricing adviser before changing a published price.

   Prompt

   Compare my prices with the UK competitors in the data below.
   
   My business and pricing context:
   - Business: [describe the business]
   - Customer type: [describe the target customer]
   - Sales channel: [website, shop, marketplace or other]
   - Region served: [UK-wide or named regions]
   - Price basis: [including or excluding VAT]
   - Delivery, setup, subscription or contract terms: [details]
   - Main commercial objective: [for example, protect margin, increase conversion or position as premium]
   
   My current prices:
   [paste a table or price list]
   
   Competitor data:
   [paste one competitor per section, including the company name, product or service, price, currency, VAT treatment, delivery or other mandatory charges, contract terms, offer dates if shown, source URL and the date checked]
   
   Create:
   1. A like-for-like comparison table.
   2. The absolute and percentage difference between my price and each comparable competitor price. Show the formula and mark any comparison where the inputs are not genuinely comparable.
   3. Separate comparisons for different product tiers, quantities, contract lengths and mandatory extras.
   4. A list of missing, ambiguous, stale or conflicting data.
   5. Three possible pricing interpretations, not a single recommendation, explaining what each would mean for positioning and margin.
   6. A short recommended next investigation, based only on the supplied evidence.
   
   Rules:
   - Use pounds and UK terminology.
   - Do not invent a price, feature, competitor, source, date or market fact.
   - Do not treat a discount, introductory offer or price excluding VAT as a standard price.
   - Do not infer that two products are comparable without stating the basis.
   - Preserve source URLs beside every extracted figure.
   - If a source cannot be accessed or verified, say so and leave the value blank.
   - Distinguish observed facts, calculations and judgement.
   - Ask up to five clarification questions before analysing if essential information is missing.

   Open it prefilled in ChatGPT or Claude, or copy it into Gemini, which takes no prefill link.

3. Hand it to a person

   The distant third

   A person who owns the outcome does this end to end, worth it when the failure is dear.