Pinterest launches Compare in the US and tests wishlists

For US shoppers, Pinterest now puts price, availability and reviews for similar products next to each other, so a shopper weighing your product against a similar one sees all three in a single view before buying. Pinterest announced the set of tools on 12 November 2026: a full-screen experiment for Pinterest Assistant, Compare, wishlists and festive boards. The announcement names no UK launch for Compare or Pinterest Assistant. The post is written for shoppers. It gives no advertiser details at all.

What changed

Pinterest says the features are powered by Pinterest Intelligence, which it describes as bringing together "first-party signals, visual understanding technology and purpose-built AI models". Here is what the post says about each one, split by status.

Available now

• Pinterest Assistant is a multi-turn conversational AI tool. The post says it can bring together visual inspiration, useful guidance and product suggestions tailored to what someone is exploring, their taste and their plans. Pinterest says it is "fully implemented on iOS in the US".
• Compare shows similar products side by side, with information such as price, availability and reviews. It is available through Pinterest Assistant and boards on mobile, and through the Close-up button on desktop, for users in the US.

Experiment and limited test

• A new full-screen experiment for Pinterest Assistant lets people explore ideas, ask follow-up questions and refine their plans in one place. The post does not say who is in it.
• Wishlists give shoppers a place to save products, with notifications when tracked products drop in price or come back in stock. They can be shared with family. Pinterest calls them "a limited iOS test across the US and Canada".

Described as global, no date given

• Deal boards for trending deals on the items users seek most, including products on sale hand-picked by Pinterest editors.
• Curated gift guide boards for browsing shoppable ideas for everyone on a gift list.

Pinterest is also featuring curated deals from LTK creators.

The post describes these as global features without launch dates, and it mixes tenses. Deal boards "will help" people find deals, while the curated gift guide boards "make it easier" to browse. The post does not make clear whether either board type is live yet.

Pinterest also supplies its own context. It says 75% of festive-season shoppers last season said Pinterest helped them narrow down their options to buy, and that 57% of people see a distinction between everyday shopping and discovering things they love. The body of the post does not explain how either figure was gathered. On search, it reports year-on-year rises of 1,370% for useful DIY gifts, 1,100% for Christmas appetiser ideas and 969% for Christmas coquette nails. It also reports searches for 'gift card presentation ideas' up 620% and 'luxury Christmas wrapping paper' up 246%. Its summary of the aim: "Pinterest is making sure that AI helps people to shop without taking the enjoyment of shopping away."

What this means for specialists

The useful change is Compare. A shopper who has found several promising products can now see price, availability and reviews for them in one view. The post does not say how Compare decides which products are similar, so you cannot assume you will be set against the competitors you expect.

Wishlists tie your pricing and stock to notifications: Pinterest says shoppers can be notified when tracked products drop in price or come back in stock. For now that applies only to the limited iOS test in the US and Canada.

The biggest gap is paid. The post does not establish whether these surfaces include paid placements. It also does not say whether advertisers can influence what appears, or how products get onto deal boards and gift guide boards beyond the Pinterest editor selection it describes for deal boards and the Pinterest Intelligence curation it describes for gift guide boards.

What to do this week

1. If you sell to US shoppers on Pinterest, open Compare through Pinterest Assistant or boards on mobile, or the Close-up button on desktop, and check the price and availability shown for your products against your current price and stock, and how your reviews look beside similar products.
2. Before a price cut or a restock aimed at US or Canadian shoppers, remember that people in the limited iOS wishlists test can be notified when tracked products drop in price or come back in stock.

What we do not know yet

• Whether Pinterest Assistant or Compare carry paid placements, or give advertisers any control.
• How Compare chooses which products count as similar, and where its price, availability and reviews come from.
• Whether the full-screen Pinterest Assistant experiment is the same thing as the iOS US version described as "fully implemented", and who is in it.
• Whether Compare or Pinterest Assistant are coming to markets outside the US, or to devices beyond those named.
• When deal boards and gift guide boards go live, and which markets "global" covers.
• How products qualify for deal boards, and how LTK creators' deals are sourced.
• When or whether wishlists move beyond the limited iOS test in the US and Canada.
• How Pinterest's 75% and 57% figures were gathered.