A method of providing purchase recommendations to a user may include tracking user comparisons of products on an electronic commerce system, receiving a user selection of an anchor product from the products through an electronic user interface of the electronic commerce system, designating a recommended product from the products for recommendation to the user through the electronic commerce system according to a frequency with which the recommended product is compared with the anchor product based on the tracking, and presenting the designated recommended product to the user responsive to the user's selection of the anchor product.
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