Abstract: An adjustable priority retailer ranking system that performs a method for generating an ordered comparison list of merchant sources is disclosed. A first unordered list of merchant sources is received from a queried search engine. A location value of an end user is derived. For the merchant sources in the unordered list, a plurality user independent merchant evaluation factors are retrieved, and a plurality of user-independent merchant evaluation factors are generated based upon the location value. Predetermined weights are assigned to the merchant evaluation factors. A merchant ranking score for the merchant sources are generated from a composite of the weights and the merchant evaluation factors. An ordered list of merchant sources arranged according to the ranking scores is outputted to the end user.