Mechanisms are provided for automatically performing proximity based searches and reminders for items of interest. The mechanisms generate an item listing for a user having entries for things of interest (ToIs) that specify characteristics of the ToIs and notification criteria for notifying the user of availability of the ToIs within a specified proximity of a user location. Location data for locations within the proximity of the user location are processed to identify a provider that matches a characteristic of an entry of the ToI. Provider information is analyzed to determine whether the provider provides the ToI and whether conditions satisfy the notification criteria for the ToI. In response to determining that the provider provides the ToI and the conditions satisfy the notification criteria, an alert notification is output to a user computing device informing the user of the availability of the ToI within the specified proximity of the user location.