Anonymizing product search results. Keywords related to a product are received. For each keyword, an associated list of terms, which lists the keyword and one or more additional terms that are closely related to the keyword, is generated. A combination list that includes combinations of terms selected from the associated lists of terms, where each combination includes two or more terms and at least one combination includes terms from different associated lists of terms, is created. A search, based on the combinations of terms in the combination list, is performed and online content is received. Based on product information in the online content, a list of products is generated. An anonymized list of products is generated from the list of products by masking product brand names of the products in the list of products. The anonymized list of products is presented on a user interface.
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