What Mybest does

Mybest (株式会社マイベスト) is a Japanese-headquartered product comparison and recommendation platform that conducts in-house product testing and verification to produce editorial buying guides for consumers. The company's core methodology involves physically purchasing products and testing them in their own facilities, producing structured comparison content across 50+ categories including electronics, cosmetics, beauty, health, household goods, kitchenware, mobile plans, internet, credit cards, loans, and hair removal services. Beyond editorial content, Mybest operates the favlist creator platform, where celebrities, influencers, and industry experts publish curated favorite product lists, and the Mybe Magazine editorial section, distributing content through web platforms localised across 9 countries/regions (Japan, US, Indonesia, Taiwan, Thailand, Vietnam, Brazil, UK, Philippines) and a mobile application.

The platform's primary users are general consumers seeking reliable product recommendations and verified comparison data, while the revenue side is anchored by advertisers and businesses seeking access to its 30M+ monthly user base. Mybest monetises via two streams: affiliate commissions earned when users purchase products through partner links to Amazon Japan, Rakuten, and Yahoo! Shopping (via Value Commerce), and direct advertising placements through its business.my-best.com portal. The affiliate model is the dominant revenue lever, with the recent expansion into financial services and other high-CPM verticals signalling a deliberate shift toward higher-monetisation categories beyond physical goods.

The company is privately held, operates without disclosed external funding, and holds a paid employment agency license (13-ユ-315911), suggesting it may also be exploring services and employment verticals. With localised web platforms across multiple regions, a multi-format content strategy (editorial, magazine, creator-driven favlist, mobile app), and a B2B advertising business, Mybest functions as a vertical-agnostic product discovery and affiliate commerce platform rather than a single-category specialist.

Name

Mybest

Legal name

株式会社マイベスト

Website

https://my-best.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Mybest (マイベスト) is a Japanese product comparison platform that conducts in-house product testing and affiliate-driven recommendations across 50+ categories, serving 30M+ monthly users across 9 countries/regions.

Ownership category

akta.pro rank

Product category

Product Comparison and Recommendation Platform

akta.pro primary industry

Price Comparison/Aggregator Generalist Marketplaces (CRAFAAAI)

Keywords

• Product comparison service
• Affiliate marketing
• Product review platform
• Expert recommendations
• Consumer comparison site

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Affiliate Commissions: Mybest earns commissions when users purchase products through affiliate links to Amazon, Rakuten, Yahoo Shopping, and other e-commerce platforms. The platform discloses receiving referral fees from EC sites based on purchase history.
2. Advertising Services: Mybest offers advertising placements for businesses wanting to promote products to their monthly user base of 30 million+ users. Business portal available at business.my-best.com.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Mybest is a product comparison and recommendation service that purchases and tests products in its own facilities to produce verified rankings and reviews across 50+ categories including home appliances, cosmetics, financial services, and household goods. The free consumer platform monetizes through affiliate commissions on purchases made via partner retailers (Amazon, Rakuten, Yahoo Shopping) and advertising fees from businesses.

Product overview

Mybest operates a product recommendation and comparison platform consisting of multiple interconnected services: the core mybest product comparison service (which provides in-house tested and verified product recommendations across categories like home appliances, cosmetics, beauty, health, and financial services), Mybe Magazine (a content/media section with articles and buying guides), Product Reviews (actual product testing and ratings), and favlist (a creator-driven recommendation platform where experts and celebrities share favorite items). The service is accessible via web and mobile app, with regional versions in Japan, US, Indonesia, Taiwan, Thailand, Vietnam, Brazil, UK, and Philippines.

Differentiator

Problem solved

Functional benefit

Brands

• favlist: A platform where creators and experts share their favorite products and recommended items
• マイべマガジン

Products and services

• Mybest Product Comparison Service (マイベスト) A product recommendation comparison service that conducts in-house testing and verification of actual purchased products, providing recommendations based on expert opinions across categories like home appliances, cosmetics, beauty, health, household goods, kitchenware, mobile plans, internet, credit cards, loans, and hair removal services. Free for consumers.
• Mybest Mobile App A mobile application for accessing the product comparison service on smartphones, enabling users to browse recommendations and reviews on the go, available on both iOS and Android platforms.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered primary.

• Amazon JapanprimaryGTM or Marketing PartnerAmazon Japan serves as the primary e-commerce fulfillment partner, processing affiliate sales generated through Mybest's product recommendations and comparison content.
• RakutenprimaryGTM or Marketing PartnerRakuten provides affiliate e-commerce infrastructure for product sales referrals from Mybest's Japanese platform.
• Yahoo! Shopping JapanprimaryGTM or Marketing PartnerYahoo! Shopping processes affiliate sales through Value Commerce integration for Mybest's product recommendation referrals.

Scale indicators3 records

Recent moves6 records

Expansion highlights10 records

Direct peers

• Wirecutter (The New York Times): Wirecutter is a product recommendation and review service owned by The New York Times that conducts independent testing of products across categories. It is the most direct competitor to Mybest in business model, content format, and affiliate commerce approach.
• Reviewed (USA Today): Reviewed is a product testing and review publication that combines lab-based testing with editorial reviews and affiliate commerce. Its testing methodology and category breadth are closely comparable to Mybest's in-house product testing approach.
• Tom's Guide: Tom's Guide is a Future plc publication that produces product reviews, comparisons, and best-of rankings across categories with affiliate revenue. It overlaps Mybest on product comparison content and affiliate commerce model.
• BestProducts.com: BestProducts is a Hearst publication that produces gift guides, product recommendations, and ranked reviews across consumer categories. Its content format and affiliate-driven business model are closely comparable to Mybest.

Broad incumbents

• CNET: CNET is a major tech and consumer product review publisher that produces comparison and ranking content with affiliate monetization. It operates at much larger scale than Mybest but covers a narrower, tech-focused category set.
• Consumer Reports: Consumer Reports is a long-established non-profit product testing organization that conducts independent lab testing and publishes ranked reviews. While not affiliate-driven, its in-house testing methodology across categories mirrors Mybest's core differentiator.
• Good Housekeeping Institute: Good Housekeeping Institute operates a product testing lab that produces reviews and ranked recommendations across consumer categories. Its in-house testing methodology and broad category coverage are comparable to Mybest's approach.

Regional players

• Kakaku.com: Kakaku.com is Japan's largest price comparison and product information platform, with extensive affiliate relationships and category coverage. It is a direct competitor in the Japanese market but does not operate internationally like Mybest.

Emerging players

• Gear Patrol: Gear Patrol is a digital publication that produces editorial product recommendations and reviews with affiliate monetization, focused on gear, lifestyle, and consumer products. Its content and commerce model overlap with Mybest's category coverage.

Others

• BuzzFeed Shopping (Hive): BuzzFeed's commerce content produces shopping recommendations and affiliate-driven product articles. While positioning is more editorial and trend-driven, the underlying affiliate commerce model is comparable to Mybest's revenue approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mybestcom
• Facebookfacebook.com/mybest.jp
• Instagraminstagram.com/my_best_official
• TikToktiktok.com/@mybest_official

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mybest