Comparison Shopping Engines are quickly becoming a very popular shopping technique for online shoppers. The biggest Comparison Shopping Engines are offered by companies like Google, Yahoo, MSN. However, there are many other comparison shopping engines like Shopping.com, Shopzilla, Bizrate, MySimon, Nextag, PriceGrabber, etc. When a consumer uses a comparison shopping engine he or she expects to find a couple different sets of information in their search. The idea is to find a comparison of products with the lowest possible price or to find information and reviews about those certain types of products. Most shopping engines are focused on comparing pricing. Comparison shopping engines serve as both a powerful tool for merchants looking to get their products out to a larger audience and a powerful shopping tool for consumers to compare prices, information, and consumer reviews of the same products from a variety of merchants.