Source-backed analysis7
Review basis
Research-based review: the AppDuo Editorial Team compiled it from official pages, documentation, app stores, press and user feedback, without hands-on testing. Every claim links to a source with the date it was checked.
7 reference sourcesInformation updated Nov 11, 2026
How we review
Wizard Review
Free AI shopping agent that answers each query with about five picks
By AppDuo Editorial Team · Fact-checked
- Web
On this page
Decide at a glance
Our verdict
Wizard suits shoppers who want a short list of about five products with review analysis; it is free to use and, per the company, sells no sponsored placements. The trade-off is maturity: native checkout covers only Best Buy so far, the focus is electronics, and independent reviews are scarce.
Best for: Electronics shoppers who want to narrow options fast with plain-language queries
Skip it if: Anyone who needs a non-English interface or an app-store mobile app
Pros
- Free under the terms of use, with no paid plan published
- Returns about five products per query with review analysis instead of a long list
- Per Fortune, Wizard says it does not sell sponsored placements; its initial revenue model is take rates plus affiliate fees
Cons
- Native checkout covers only Best Buy; other results link out to retailer pages to pay
- Privacy notice states data is sold or shared for behavioral advertising and uses session replay (Hotjar, FullStory)
All pros and cons · Who is it for?
More pros
- Native in-app checkout is available with Best Buy
More cons
- Terms allow fees to be introduced later and tell users to evaluate the accuracy of AI output themselves
- Public ratings are thin (15 Trustpilot reviews, profile has not recently invited reviews) and no App Store or Google Play listing was found
Best for
- People who prefer a tool that says it does not sell sponsored result placements
Experience & key features
Wizard is an AI shopping agent from Wizard Commerce, Inc., co-founded by Marc Lore and Melissa Bridgeford. Per its press release, it launched publicly on February 11, 2026 in New York. Users describe what they want in plain language, for example with a material or budget, and get a short list back.
Per the press release, Wizard ranks products with a proprietary system that weighs product attributes, customer reviews and editorial sources, then returns five recommendations. Fortune says it also draws on social content. Best Buy is the first native checkout partner; per AdExchanger, other results link out to retailer pages for payment. Fortune calls electronics the first test category, and the press release says more retailer integrations across categories are coming.
On pricing, the terms say membership is free but Wizard reserves the right to introduce fees with notice. Per Fortune, the initial revenue model is take rates plus affiliate fees, and Wizard says it sells no sponsored placements. AdExchanger reports the same claim; it remains a company statement with no independent verification found.
Compared with general assistants such as ChatGPT or Perplexity, Wizard is shopping-only with built-in checkout, but its retailer coverage is narrow. Public rating data is thin: Trustpilot shows 4.5/5 from 15 reviews and notes the company has not invited reviews recently, so they may not be representative.
Screenshots
Plans & pricing
Prices last verified Nov 11, 2026
Free
PersonalFree
The terms of use say there is no fee to become or stay a member, but Wizard reserves the right to charge for parts of the service with advance notice. The homepage lists no price or usage limit.
- Free plan limits
- No usage limits are published on the official pages reviewed.
- Free trial
- No free trial
Cancellation & refunds
The terms say returns follow each vendor's policy and Wizard is not responsible for them. Disputed charges must be reported to Wizard within 10 days of the billing date.
Privacy
The privacy notice (last updated June 8, 2024) says Wizard collects account, payment, device, precise location (where available) and usage data. Data is shared with analytics providers (Google Analytics, LinkedIn Analytics, and the session-replay tools Hotjar and FullStory) and with advertising partners. The notice states Wizard sells or shares personal information for cross-context behavioral advertising; California residents can opt out, and the site honours the Global Privacy Control signal. No fixed retention periods are given. Deletion is via the in-app function or by email to [email protected].
Wizard alternatives
7.5/10ChatGPT
OpenAI's flagship AI assistant for writing, research, coding, images and voice
7.2/10Perplexity
AI answer engine that cites its sources
Controversies & incidents
Issues documented by the press, regulators, courts or the vendor itself. Every item is sourced; unproven claims are labelled as allegations. Last researched: Nov 11, 2026
- Low impactConfirmedPrivacy ·
Notice states data is sold or shared for behavioral advertising
Wizard's own privacy notice states it sells or shares personal information for behavioral advertising and uses session-replay tools.
Read the full account
The notice (updated June 8, 2024) lists Google Analytics, LinkedIn Analytics, Hotjar and FullStory (the last two record session replays), plus advertising partners such as Facebook, Instagram, TikTok, X and YouTube. This is Wizard's own disclosure, not a finding by any authority. California residents can opt out and the site recognizes the Global Privacy Control signal. Searches (most recently on November 11, 2026) found no lawsuits, fines or data breaches involving Wizard.
Sources:Wizard privacy notice
Frequently asked questions
Is Wizard free?
Yes. The terms of use say there is no fee to become or stay a member. Wizard reserves the right to charge for parts of the service with notice, and no price appears on the official pages reviewed.
Does Wizard show ads or sponsored results?
Per Fortune and AdExchanger, Wizard says it sells no sponsored placements and brands or retailers cannot pay to influence results. It plans to earn from take rates and affiliate fees.
How do returns work for purchases made through Wizard?
The terms say returns follow each vendor's policy and Wizard is not responsible for them. Disputed charges must be reported within 10 days of the billing date.
Does Wizard have an iOS or Android app?
The official pages reviewed point only to a web beta at app.wizard.com and do not mention iOS or Android apps. The privacy notice refers to a mobile app, but no App Store or Google Play listing was found.
Review evidence & sources7
Scores
- Ease of use
- 7.0
- Features
- 6.5
- Value for money
- 8.0
- Performance
- 6.0
- Support
- 5.5
- Privacy & security
- 5.5
Why this score
Plain-language queries return about five suggestions, and Trustpilot reviewers mention quick product discovery. Points are lost because only an English-only web beta was found.
Why this score
Conversational search, review analysis, Best Buy native checkout and a friend-polling feature mentioned by two Trustpilot reviewers. A universal cart and pricing, comparison and visual-discovery tools are announced but not yet shipped.
Why this score
Free, with no membership fee per the terms. The terms reserve the right to add fees later, and the free model relies on fees taken on sales.
Why this score
No independent evaluation of recommendation accuracy was found, and the terms warn AI output may be inaccurate. The score reflects limited evidence.
Why this score
Only an email contact ([email protected]) appears; the homepage and policy pages link to no public help center.
Why this score
The notice states data is sold or shared for behavioral advertising, collects precise location and uses session replay; on the plus side it offers a California opt-out, GPC support and a deletion route.
What users say
- Trustpilot4.5/5 · 15
Sources
- Vendor-providedWizard official siteNov 11, 2026
- Vendor-providedWizard privacy noticeNov 11, 2026
- Vendor-providedWizard terms of useNov 11, 2026
- Vendor-providedWizard launch press release (2026-02-11)Nov 11, 2026
- pressAdExchanger (2026-02-11)Nov 11, 2026
- pressFortune (2026-02-11)Nov 11, 2026
- review-siteTrustpilot reviews of wizard.comNov 11, 2026
Specs & compatibility
Change history
- Company.Fortune reported that Wizard had raised a $50 million Series A in 2021, led by NEA with participation from Accel and Marc Lore.
- Launch.Wizard publicly launched its AI shopping agent, with Best Buy as the first native checkout partner.
- Update.Last-updated date shown on the privacy notice.
About the author
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