An automated method and system for providing an item comparison includes identifying a first item and a set of one or more other items for comparison with the first item, prioritizing attributes of the first item and the other items, and providing the item comparison with prioritized attributes to a user. Identifying comparable items may involve a multiple step process in which a candidate set of items is first selected for possible comparison with the first item, and thereafter selecting one or more items from the candidate set for comparison. Prioritizing the attributes of the items may include measuring like attributes of the items against each other and arranging the attributes to appear in an order according to the degree the like attributes distinguish the items from each other. A modified item comparison may be prepared and provided in accordance with user feedback.