An unexpressed liking and an unexpressed dislike of a user, which are not specified in the user's preference are determined by cognitive analytics. The unexpressed liking and dislike correspond to a first and second characteristic of items, respectively. In a list, a first item having the first characteristic and available in an inventory is included, which is, and a second item having the second characteristic and also available in the inventory is excluded. Items included in the list are arranged according to the user's degrees of liking or the items. An item having the first characteristic is determined to be absent from the inventory. Using completed sales information received from a set of retailer systems, an estimated value of a lost sales opportunity produced when the absent item is purchased is computed. The prioritized list and an accommodation offer responsive to the cost of the lost opportunity are presented.