Odds Comparison: How to Shop for the Best Odds Before Betting

Learn why line shopping across bookmakers matters, how to use odds comparison sites, and how even small differences in odds compound into significant profits.

intermediate6 min readLast updated: March 5, 2026Editorial Team
ET

Editorial Team

Betting Expert

Key Takeaways

  • ✓Line shopping -- comparing odds across multiple bookmakers -- is the single easiest way to improve your long-term returns.
  • ✓A difference of just 0.10 in decimal odds on a £10 bet means £1 extra profit, which compounds over hundreds of bets.
  • ✓Odds comparison sites aggregate prices from dozens of bookmakers in real time, saving you the effort of checking each one.
  • ✓Having accounts at five or more bookmakers gives you the widest range of prices to choose from.
  • ✓Sharp bettors treat odds comparison as non-negotiable -- no serious bettor places a wager without checking the best available price.

Line shopping is the simplest, most underused edge available to every bettor. Taking the best available odds on every bet requires minimal effort but delivers meaningful long-term gains.

Why Odds Differ Between Bookmakers

Each bookmaker builds their own overround, weighs their liability differently, and responds to different customer bases. The result is that odds on the same outcome can vary significantly:

Example: Liverpool to beat Everton

Bookmaker Odds
Bookmaker A 1.72
Bookmaker B 1.75
Bookmaker C 1.80
Bookmaker D 1.78

A £50 bet returns £86 at Bookmaker A but £90 at Bookmaker C -- a £4 difference for the same outcome. Over 200 bets a year, those differences add up to hundreds of pounds.

How to Use Odds Comparison Sites

  1. Search for your event -- enter the teams, league, or sport.
  2. Select the market -- match result, over/under, both teams to score, etc.
  3. Sort by best odds -- the site highlights which bookmaker offers the highest price.
  4. Click through -- most sites link directly to the bookmaker's bet slip.
  5. Cross-check -- verify the odds on the bookmaker's site have not changed since the comparison was generated.

Beyond Match Result Markets

Odds comparison is most valuable in high-margin markets where bookmakers differ the most:

  • Correct score: Overrounds often exceed 20%, so price differences are large
  • Antepost markets: Futures prices can vary by 20-30% between bookmakers
  • Handicap markets: Even 0.05 in decimal odds matters on tight spreads

Exchanges vs Traditional Bookmakers

Betting exchanges often offer the best effective odds because they charge commission instead of building an overround. However, liquidity can be thin on niche markets. For major football and horse racing, exchanges are frequently the best option.

Building Your Line Shopping System

  • Open accounts at a minimum of five UKGC-licensed bookmakers
  • Bookmark an odds comparison site for quick access
  • Consider keeping a small balance at each bookmaker to avoid deposit delays
  • Track which bookmakers consistently offer the best odds for your preferred sports
  • Combine line shopping with promotions: some bookmakers offer price promises or best-odds-guaranteed on horse racing

Frequently Asked Questions

What is odds comparison in betting?+
Odds comparison is the practice of checking the same market across multiple bookmakers to find the best available price before placing your bet. It is also called line shopping. The goal is to maximise your potential return by always taking the highest odds offered.
How much difference does line shopping make?+
Over a year of regular betting, line shopping can add 2-5% to your overall return on investment. For a bettor placing £5,000 in total stakes annually, that is £100-250 in extra profit -- simply by choosing the best available price each time.
Are odds comparison sites free to use?+
Yes. Major odds comparison sites like Oddschecker, OddsPortal, and OddsBoom are free. They earn revenue through affiliate partnerships with bookmakers, so the service costs you nothing.
How many bookmaker accounts do I need for effective line shopping?+
At minimum, three to five accounts with different bookmakers. Serious bettors maintain accounts at eight or more to ensure access to the best price in any market. More accounts also give you access to more promotions and free bets.
Do odds comparison sites cover all markets?+
They cover main markets (match result, over/under, handicap) comprehensively. More exotic markets like correct score or first goalscorer may have less coverage. For niche markets, you may need to check bookmakers individually.

Bet Responsibly

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Odds Comparison: How to Shop for the Best Odds Before Betting | Betmana - Sports Betting