The web is filled with countless editorial and user reviews on nearly every consumer product you can find in retail stores. But sifting through this wealth of information is a chore, and it’s never clear which reviewers actually know what they’re talking about. Bestcovery, a new startup launching today, is looking to eliminate these hassles by offering an at-a-glance guide to finding the best item in many popular consumer product categories. The site was founded by Kamran Pourzanjani, co-founder and former CEO of PriceGrabber.com, which was sold to Experian for $500 million.

Bestcovery currently offers brief product reviews on categories including home appliances, health and beauty, and consumer electronics like televisions and video games. But unlike most review sites, which assign vague Pros and Cons and leave the consumer to make the final decision, Bestcovery labels one product as “the best”. The top product in each category is chosen by a Bestcovery ‘expert’, and is prominently featured on the page alongside a brief description. Towards the bottom of the page, a handful of runners-up are listed. Each product description also includes links to online stores that carry the item, but Bestcovery doesn’t sell anything itself.