A system and method for personalizing user interest based on user built profiles are provided. In example embodiments, the system may include a non-transitory, computer-readable medium storing computer-executable instructions and one or more processors. When the one or more processors execute the computer-executable instructions, the processors may be configured to receive a first attribute and a second attribute describing an item of interest submitted by a user, the first attribute and the second attribute assigned to a category by the user. When the first attribute is received, the one or more processors may determine at least one shared feature between the first attribute and the second attribute, and display recommended items to the user that include the at least one shared feature.