Abstract: A computer-implemented method includes, in one aspect, accessing historical purchase data that is indicative of items that have been purchased and prices at which each of the items are purchased; for each of the items specified in the historical purchase data, fitting a customer valuation model to a portion of the historical purchase data that pertains to the item, with the customer valuation model specifying purchase preferences, and with a purchase preference specifying a probability a customer will purchase a specific item at a specific price; based on fitted customer valuation models for the items in the historical purchase data, identifying a priceable bundle, with the priceable bundle including at least two of the items specified in the historical purchase data; and applying updated prices to one or more of (i) the priceable bundle, and (ii) the items included in the priceable bundle.