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Other people’s opinions have always been an important piece of information for most of us in the decision-making process. The interest shown by users to online reviews and comments, as well as the potential impact of these comments on issues in discourse and decision-making, make them pay attention to this aspect of online activity. Finding the best products for sale is one of the most important stages in the process of creating a profitable company. That is why the choice of goods for an online store should be carried out deliberately, taking into account both the capabilities and analysis of prospects in the niche, as well as a number of other important parameters. One of the methods of choosing a competitive product may be the analysis of goods in marketplaces based on the emotional color of the calls. Product feedback research is an extremely popular topic, which is confirmed by the analysis of studies. Calls can be constantly reread, but when there are many goods in one segment, because there are more manufacturers, it is laborious. Therefore, the development of technology that will be able to automate this process is necessary for business sales. The article developed an intelligent method of choosing a competitive product based on the emotional color of the calls, which is divided into three blocks: a feedback parser, the definition of emotional coloring and the classification of calls. The findings will help retailers manage their websites wisely and help customers make product purchase decisions. In the next scientific researches, the implementation of the method will be carried out on the data of the Ukrainian site Rozetka. The classification of the most classical methods of classification based on machine learning will be carried out, namely Support Vector Classifier, Stochastic Gradient Decent Classifier, Random Forest Classifier, Decision Tree Classifier, Gaussian Naive Bayes, K-Neighbors Classifier, Ada Boost Classifier, Logistic Regression.

METHOD OF CHOOSING A COMPETITIVE PRODUCT BASED ON THE EMOTIONAL COLOR OF THE CALLS