Affinity queries ("customers who bought this item also bought...")

Hi,
Do you know the feature of many web shops, where you can see similar items (i.e. "customers who bought this item also bought...")?
A simple approach would be to return similar items from the latest orders. What I would like to list are products, which were bought BY MANY OTHER CUSTOMERS in addition to the origin product. So I have to somehow count the matching products from all orders. How can I do this?
Has anybody thought of a way how to select meaningful similar items to a product?

You might also look at Oracle data Mining, though I haven't used it myself. From the documentation:
4.2 Association
An Association model is often used for market basket analysis, which attempts to discover relationships or correlations in a set of items. Market basket analysis is widely used in data analysis for direct marketing, catalog design, and other business decision-making processes. A typical association rule of this kind asserts that, for example, "70% of the people who buy spaghetti, wine, and sauce also buy garlic bread."

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