Aspects of the subject matter described herein relate to matching product information to products. In aspects, a product matching component receives product information. The product matching component normalizes the product information and obtains keywords from the product information. By querying a database of recognized products, the keywords are used to obtain a list of products that potentially match the product information. A confidence level is assigned to each of the potential matches in the list. A match may be returned for the highest matched product or for a selectable number of products whose confidence level(s) exceed a selectable threshold.