Alternative is an independent product directory and price-comparison service that helps shoppers research models and find where to buy them for less. Rather than displaying repeated listings for the same item, the site groups offers into one product card, presents specifications in consistent units, compares prices from stores, and shows price history. Its catalogue features approximately 365,000 products from 27 stores, spanning areas such as electronics, home appliances, automotive goods, health products, furniture, garden equipment, clothing, and building supplies.

Visitors can browse product categories, review model information, and compare available store offers; purchases are completed directly with the retailers. Alternative does not sell products, accept orders, or issue invoices. The directory contains a broader structure of 2,916 product categories, while only categories with current store offers are displayed.

The company says it avoids inventing products or prices to fill empty sections, aiming to provide a useful and trustworthy reference for choosing products. Its category tile order is based on publicly available demand indicators, not on the site’s own visitor statistics