Performing an unbiased product search. Keywords related to a product are received. A list of products is generated, based on product information in online content received in response to searches based on the keywords. An anonymized list of products is generated from the list of products by masking product brand names of the products in the list of products. For each product in the list of products, a list of online feedback items is generated. Based on credibility analysis and sentiment analysis of feedback items associated with a product, an aggregate rating score is assigned to the product. The list of products is ranked according to the aggregate rating scores. The ranked, anonymized list of products is presented on a user interface.