We examine a market where consumers are compelled to rely on noisy price signals to choose among homogeneous products. The noise originates from price uncertainty due, for example, to an unknown currency exchange rate used in a transaction, or demand uncertainty due to consumers’ not being sure of the structure of their future demand. Standard theoretical models and empirical research of markets with noisy prices show that they are detrimental to consumers’ welfare. This paper identifies conditions under which opposite results can be obtained. In particular, it shows that in a market with a cost leader moderate noise levels can be beneficial to consumers’ welfare.