Techniques are provided herein for identifying contrasting items based on a target item and presenting each of the target item and contrasting items together to a user. The target item may be any item that is of interest to the user. The contrasting items are identified using a system that compares features of the items together and also considers historical user data associated with the items. Natural language processes are used to label and identify salient portions of the catalog data for the items. Historical user data between items may be determined based on one or more documented event actions that occur with regards to co-viewing the items in some fashion. Both the historical user data and catalog comparisons between items are combined to determine a similarity score or metric between items. Items having highest similarity scores with the target item within a same cluster or group are presented.