Homepage modules often reflect brand storytelling first and shopper co-purchase reality second. Affinity analysis reverses that order without discarding brand voice.
Look for pairs that appear together more often than their individual popularity would predict. Those pairs are stronger candidates for “frequently bought with” placements than simply promoting bestsellers next to each other.
Watch for cannibalization: two hero SKUs in the same price band that rarely share a basket may be competing for the same shopper rather than expanding it. That finding belongs in assortment meetings as much as on the site.
Thai beauty and home brands we advise often discover that travel sizes and refill packs travel with full-size heroes more than seasonal kits do—useful when deciding what earns above-the-fold space during quieter months.
A Merchandising Affinity Review turns these observations into placement hypotheses your team can test with existing on-site modules.