# What to recommend next: the products your customers buy together

> Your order history already shows which products go together. Use those pairs in post-purchase emails, bundles and cross-sells that feel helpful.

By The Wizel Team · Published 2026-10-01

“Customers who bought this also bought” works because it's usually true. Your own orders hold the same knowledge: which products end up with the same customers, and in what order. Finding those pairs turns a generic follow-up into a useful suggestion.

## Two ways products go together

- In the same order. A pan and its lid, a dog bed and a blanket. These make good bundles and checkout add-ons.
- In a later order. Someone buys a coffee grinder, then a bag of beans two weeks later. These make good post-purchase emails, timed to when the second purchase usually happens.

**2 checks** how often a pair is bought together, and whether that's more often than chance

## Don't be fooled by your best seller

Your best seller will show up next to almost everything, simply because it's in so many orders. That doesn't make it the right recommendation for a particular product. The useful question is whether two products appear together more often than you'd expect by chance. Analysts call this lift. A lift above 1 means the pair is genuinely linked. A lift close to 1 means it's a coincidence.

> Recommend the product that's linked to what they bought, not just your best seller.

## Where to use the pairs

- Post-purchase flow: suggest the linked product around the time most customers buy it.
- Bundles: pair products often bought in the same order, at a price that rewards buying both.
- Product pages and cart: show the linked product where the first one is being bought.
- Campaigns to past buyers: tell owners of one product about its partner, instead of sending them a general newsletter.

## Ask your own numbers in Wizel

With Klaviyo connected, the Wizel chat finds the pairs in your orders:

- “What products are frequently bought together?”
- “If a customer buys [product], what should I recommend next?”
- “Which product pairs have the highest lift scores?”

## FAQ

### What is product affinity?

How strongly two products are linked in your customers' orders. A strong affinity means people who buy one are more likely than average to buy the other.

### Should I recommend products for the same order or a later one?

Both work. Same-order pairs suit bundles and checkout add-ons. Later-order pairs suit post-purchase emails, timed to when the second purchase usually happens.

### How many orders do I need before this is useful?

Pairs need repeated evidence. If two products have only been bought together a few times, treat the link as a hint until more orders confirm it.

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Source: Wizel (https://www.wizel.ai/blog/products-customers-buy-together)
Last updated: 2026-10-01