Profitmind has announced the general availability of its AI powered Awase product matching solution. This identifies the same product across competing online catalogues without relying on a shared barcode or other product code.

The model has been running in production with Profitmind customers since April. “We have used Profitmind’s competitive matching since 2024. With Awase, about 11,000 of our products are now matched to roughly 75,000 competitor listings, up from about 2,000 matches before, giving us visibility into products that account for more than 95% of our consumer revenue,” says Peter Evans, CFO at Batteries Plus. “We use this information to inform when to adjust prices and by how much.”

Profitmind says it developed Awase using several years of publicly available retail catalogue data along with product match assessments contributed by retail merchandisers across hundreds of product categories.

Those assessments capture how experienced merchants distinguish correct matches from products that appear similar but differ in ways that matter commercially. Profitmind used that feedback to build seven million labeled product pairs, with held-out pairs reserved for evaluation. The current version of Awase is trained on one million of those pairs, with plans to expand to all seven million over the next 12 months.

"The hardest matches hinge on subtle attributes that models trained purely on web data miss," says Jeff Rix, Head of AI at Profitmind. "Two styles can look almost identical while differing in fabrication, pack size, model year, or another key attribute that changes the match. Merchants know which details matter. We used that judgment to teach Profitmind Awase how to make those distinctions consistently across large assortments."

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

Check out our 2026 shortlists and finalists here.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

The event will consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.