Incremental training data is used to supplement a trained model to provide personalized recommendations for a user. The personalized recommendations can be made by taking into account the user's behavior, such as, without limitation, the user's short and long term web page interactions, to identify item recommendations. A trained model is generated from training data indicative of the web page interaction data collected from a plurality of users. Incremental training data indicative of other web page interaction data can be used to supplement the trained model, or in place of the trained model. Incremental training data can be indicative of user behavior collected more recently than the data used to train the model, for example.