Architecture that enables the creation and utilization of a user location profile for a personalized search experience in recommendation systems. The user location profile does not necessitate login of the user to obtain user profile information such as a user ID. Rather, the identifying information associated with the user location can be a network address and/or a device identifier that identifies the particular device from which the user is performing a search or which auto-suggest is being initiated. The user location profile can then be used to identify items about which the user may want information. Once generated, a matching operation is performed between the user location profile and item profiles in a log. The matched item profiles related to the user's location information (the user physical location and/or or user interested location(s)) are identified and recommended to the user.