Embodiments of the present invention disclose a method, computer program product, and system for identifying matching products relative to a reference product. A reference product is identified from a received product query and a query is generated based on the reference product. A generated query comprises of an ontology, at least one word appearing in a title of the reference product, and a set of key words appearing in social media data associated with the reference product. A database is searched using the generated query to find matching product sets and the results are returned and filtered. Results are filtered by calculating a relationship score between the reference product and one or more matching products in the set of matching products, and/or by filtering a subset of the set of matching products based on a customer profile. The filtered subset of results are communicated to a recipient.