The Pure Collection Avios rate
The Pure Collection earns 10 Avios / £1 on the avios.com UK eStore. That's its standard rate, not a boost.
What we've recorded for The Pure Collection
The Pure Collection Avios rate history
Every change we've recorded, newest first. Rates flip-flop: they rise for a boost, then fall back. This is how you tell a genuine boost from a retailer's normal rate.
| Date | Rate | Boost |
|---|---|---|
| 20 Jul 2026 | 10 Avios / £1 | Standard |
Boosted right now in the UK store
The Pure Collection and Avios: common questions
How many Avios do you earn at The Pure Collection?
The Pure Collection currently earns 10 Avios / £1 when you shop via the avios.com UK eStore. Rates change often, so check this page or track The Pure Collection in Avalert for the live figure.
Is The Pure Collection boosted right now?
No. The Pure Collection is at its standard rate of 10 Avios / £1 right now. Avalert will push you a notification the moment it rises.
How do I earn Avios at The Pure Collection?
Start at the avios.com UK eStore and click through to The Pure Collection from there, then shop as usual. The Avios are credited to your Avios account after the retailer confirms the purchase. Going directly to The Pure Collection without clicking through first earns nothing.
How do I know when The Pure Collection boosts its Avios rate?
Avalert checks the avios.com UK eStore every hour and sends you a push notification the moment The Pure Collection's rate rises. You can set a threshold so you're only alerted for boosts above a level you choose.