Systems, methods, and computer-readable media are described for creating custom user interface (“UI”) controls. A networked computing service may determine that an action performed by a user of the service is likely to be repeated, based on previous actions performed by the user and/or other users, parameters of the action including characteristics of an item associated with the action, and other criteria. The networked computing service may generate, or recommend generation of, a custom UI control that automates performance of the action. The networked computing service may automatically determine parameters of the action, and may determine alternative parameters and/or alternative actions if the action cannot be performed using the determined parameters. Custom UI controls may be associated with various computing devices and/or other electronic devices, and categories of custom UI controls may be determined and displayed.