An online merchant can use a product review to customize a solicitation of a product suggestion. If a customer reviews a product unfavorably, the customer might be solicited to suggest alternate products to the reviewed product. If a customer reviews a product favorably, the customer might be solicited to suggest accessories or other products related to the reviewed product. The products suggested by the customer might then be utilized to recommend the suggested products to other customers. Information provided by a customer in a product review or other data might also be utilized to customize a product recommendation for the customer. If a customer reviews a product unfavorably, a recommendation might be provided to the customer for an alternate, or substitutable, product for the reviewed product. If a customer reviews a product favorably, a recommendation might be provided to the customer for related products or accessories to the reviewed product.