Customer Rating: - You should unreel the cord anyway
I don't own this product (yet), although I do own the cheaper Home Depot one. But keep in mind that with all these products, you shouldn't run a high-draw device unless you unreel the cord all the way anyhow...a wrapped cord can get too hot.

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Customer Rating: - Poor Design
Cord jams, it is too light for a decent size extension cord. It gets caught in the side of the wheel and I spend more time with this thing than rolling the cord up by itself. Not recommended.

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Customer Rating: - Not that good.
It has a hard time holding 100 feet of cord. The handle is too small and tends to fold back up when in use.

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Customer Rating: - Note: Won't hold 100' of 12 AWG
When I bought the 100' heavy duty 12 AWG cable, this reel was advertised as a package deal. It would only hold about 80' of the 100'. Other than that it seemed to be a fairly well-made device.