Techniques for updating content created for a third party user are disclosed. In one embodiment, the method for updating content comprises receiving information for an item associated with a third party user, requesting a search including information for a plurality of items offered for purchase, the search request being based on the received information for the at least one item, and updating content for the third party user with one of the items included in the list of items received in response to the search request. Information for the item associated with the third party user may be received from a list of items associated with the third party user and maintained by the third party user or from a content source associated with an entity other than the third party user.