From the website:

We’re an independent company that collect and publish genuine reviews, to help you decide what to buy (and what not to buy).
What makes us a bit different is that our reviews are written by people who have actually bought the product. So there’s no bias, no ‘expert opinion’ and no ulterior motives behind what you find written in our reviews.
So, if you buy a product from one of our partners, you might well get an email from us asking what you think of it. Spend a couple of minutes filling this in and your review will help others decide what they buy, which most people tell us gives them a warm glowing feeling.