Abstract: Techniques for an item swap feature are described herein. A user interface may be presented where the user interface includes a plurality of user interface elements. A first area of the user interface may include one or more user interface elements which correspond to item information for an item. A second area of the user interface may include one or more user interface elements which correspond to one or more recommended items. A first interact with a swap feature associated with a particular user interface of the one or more user interface elements of the recommended items may be received. The particular user interface may be associated with a particular item. The user interface may be updated to present item information for the particular item, the recommended items and corresponding user interface elements may be updated, and the particular item may be added to a checkout cart user interface element.