One or more embodiments of techniques or systems for search context association are provided herein. Search context association can include search filtering and/or search expansion. For example, when a query is submitted, data or data sets can be filtered to narrow a search or expanded such that additional data sets or queries are included. Data or data sets can be aggregated, filtered, or expanded based on a context of the query. A context can include user characteristics, environmental factors, social media factors, route based characteristics, or destination based characteristics. As an example, when a new product (e.g., a new mobile phone) is released, limited quantities may be available. Users may be directed to different retailers or stores based on inventory levels, length of lines (which may be determined using social media among other things), distance, and the like.