Abstract: In order to assist and guide customers’ product customization decision, a collaborative filtering algorithm is introduced into product customization, making product configuration process in mass customization systems more simple and convenient. Combined with the characteristics of mass customization, a new improved mass customization personalized recommendation algorithm is proposed. Then, an example of handset customization is used to simulate and analyze the specific process of recommendation algorithm. The final feasible recommendations of simulation experiment show that the improved algorithm is feasible and effective to solve the problem of personalized recommendation for mass customization.