A method for clustering product media files is provided. The method includes dividing each media file corresponding to one or more products into a plurality of tiles. The media file include one of an image or a video. Feature vectors are computed for each tile of each media file. One or more patch clusters are generated using the plurality of tiles. Each patch cluster includes tiles having feature vectors similar to each other. The feature vectors of each media file are compared with feature vectors of each patch cluster. Based on comparison, product groups are then generated. All media files having comparison output similar to each other are grouped into one product group. Each product group includes one or more media files for one product. Apparatus for substantially performing the method as described herein is also provided.