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If you go to the Columns in the Outline section of the report editor, you can click the drop-down button to add a Bucket.

Buckets allow you to group different values together that aren't exactly the same.

For example, if you group your report by opportunity owner, you could have a Brian grouping, Lauren grouping and Ben grouping. But let's say you want to compare your West Coast team (Brian) to your East Coast team (Lauren and Ben). You can create a bucket called West Coast team that includes all Brian groupings and a bucket called East Coast team that includes all Lauren and Ben groupings.

Buckets are most often used for grouping products.

In the lower right corner of the report editor is a button for Conditional Formatting.

It's similar to buckets and you can add color to make data visually stand out.