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Before, on the actual item page.
It will either accept or counter offer. You are never obligated to buy. I often do random price matching out of curiosity. But rarely buy them.
If an item is eligible, it will have a icon to click on that says "Price Match Request". After you click it, it will ask for the competitors name and their price. After you submit that info, it will accept the offer, or counter offer. (In rare cases it will just refuse any discount). After it gives you the adjusted price, the item will be automatically placed in your cart. But if you change your mind, just remove the item from your cart at anytime. You are not obligated to buy in these price requests.
If the item you wish to purchase is price match eligible there will be a blue "price match request" button under the price. Just click on the blue "price match request" button under the price. Then you can enter the lower listed price and web address where you found that price. Bud's will then give you "their best price" and automatically add it to your shopping cart. The "best price" may not match the other price as Bud's takes other factors such as free shipping into account. But if you like the price then proceed to checkout.
Buds does accept requests to price match. Submit your Price Match Request via the Price Match Request button on eligible items. If they are able to match a price, Buds will let you know immediately and you can proceed to checkout at that price. If they can't match it, they will let you know what we can accept. Keep in mind, they ship firearms for FREE, so factor that into your total price when comparing their prices with other firearms retailers