A method and system for automatically characterizing retail zones is provided. The method includes determining, via a mobile device of a user, that a user has entered a first zone of a plurality of zones internal to a first entity structure. Product information is scanned via the mobile device in response to the user locating a first product. The product information describes the first product. Historical product and zone related data is analyzed with respect to the first zone and the product information and it is determined, based on the analysis, if the first product is currently associated with being located within the first zone.