Methods and systems for generating a list of products each matching a reference product are disclosed. A user query is first received, and multi-modal attribute data for the reference product are determined, with each data mode being a type of product characterization having a modality selected from a text data class, categorical data, a pre-compared engineered feature, audio, image, and video. Next, a first list of candidate products is determined based on a product match signature, and a second list of candidate products is generated from the first, wherein for at least one given candidate product, a deep learning multi-modal matching model is selected to determine whether a match is found. Lastly, the second list is filtered to remove outliers and to generate the list of matching products. Also disclosed are benefits of the new methods and systems, and alternative embodiments of the implementation.