Affiliate Disclosure

How we earn revenue and maintain editorial independence

Last updated: January 2026

Our Business Model

W11Key is a free resource funded through affiliate partnerships. When you click a link to a retailer on our site and make a purchase, we may earn a commission from that retailer. This commission comes from the retailer, not from you—you pay the same price whether you use our link or go directly to the retailer's website.

How Affiliate Links Work

Links to retailers on our site may contain tracking codes that identify W11Key as the referral source. When you click these links, a cookie may be placed in your browser by the retailer (not by us). If you complete a purchase within a certain timeframe (usually 30 days), we may receive a commission.

Editorial Independence

Our commitment to you:

  • Trust Scores are objective: Our ratings are based solely on our evaluation criteria, never on commission rates or partnership status.
  • We list non-partners: We include retailers regardless of whether they have an affiliate programme with us.
  • No paid placements: Retailers cannot pay to be listed first or receive higher scores.
  • Honest reviews: We report our findings accurately, even if it might cost us revenue.
Our Promise: We would rather lose commission than recommend a retailer we don't trust. Your confidence in our recommendations is worth more than any single commission payment.

Why We Use Affiliate Links

Running a comparison site requires time and resources:

  • Researching and vetting retailers
  • Monitoring prices regularly
  • Creating educational content
  • Maintaining and hosting the website

Affiliate commissions allow us to provide this service for free while maintaining our independence. Unlike advertising-funded sites, we don't need to maximise page views or show intrusive ads.

Which Links Are Affiliate Links?

Generally, any link that takes you to a retailer's website to view or purchase a product is an affiliate link. This includes:

  • "View Offer" buttons in our comparison table
  • Retailer links in our "Top Picks" section
  • Links to specific products in our guides

Your Choice

You're never obligated to use our links. If you prefer, you can:

  • Navigate directly to the retailer's website
  • Search for the retailer in your browser
  • Use the information we provide to research on your own

We appreciate when you use our links as it supports our work, but we understand if you choose not to.

Questions?

If you have any questions about our affiliate relationships or how we maintain editorial independence, please contact us. We're happy to explain our process in more detail.