The present invention is provided for comparison shopping by utilizing a customer's profile to prioritize the features of a group of similar, competing products. First, a customer's profile is developed. This profile may be developed from many sources including customer input, customer buying habits, customer income level, customer searching habits, customer profession, customer education level, customer's purpose of the pending sale, customer's shopping habits, etc. Next, the customer selects multiple, similar items, i.e. products or services to compare. Finally, a comparison table is presented which prioritizes the features in accordance with the customer's profile.
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