A system and method is provided to dynamically place products in a virtual universe and, in particular, to dynamically place products in a virtual universe based on an entity's budget. The system includes a placement location analysis engine configured to identify at least one location within a virtual universe and a placement cost analysis engine configured to determine a cost for displaying one or more items at one or more of the at least one location. The system also includes a recommendation engine configured to recommend one or more of the at least one location based on a budget.