A system for obtaining reliable information about sellers is disclosed. According to an example technique described herein, input that indicates identifying information is received from a user. The identifying information might comprise a company name, a telephone number, a uniform resource locator (URL), a product name, and/or a service name, for example. Stored “reputation” data, which is associated with particular selling entity accounts that are associated with the identifying information, is sent toward the user. The “reputation” data includes ratings that were previously submitted by other users who are not associated with the particular selling entity accounts. The ratings may originate from buying entities that previously did business with the selling entities that are associated with the particular selling entity accounts, for example. Additionally, the data sent toward the user may be customized (e.g., filtered, ranked, and/or sorted) based on criteria that the user specified.