Disclosed are various embodiments for generating and updating recommendations for merchants. A plurality of recommendations for a plurality of merchants in an electronic marketplace are evaluated in at least one computing device for validity. An indication of which of the recommendations are valid is stored in a data store. It may be determined that one of the merchants has potentially invalidated one or more of the recommendations. The potentially invalidated recommendations for the merchant are evaluated for validity in response to a recommendation query for the merchant. A list of valid ones of the recommendations for the merchant is generated.