Horizontal Conditional Formatting in a Matrix

Power BI's built-in color scale conditional formatting always uses a single global min/max across the whole matrix for that measure — there's no native row-vs-column toggle, so what you're seeing isn't a bug, it's just how the feature works.

The standard workaround is to stop coloring the raw measure and instead color a second, computed measure that's already row-relative. Something like: Row Relative = DIVIDE([Number of Opinions], CALCULATE(MAX(Table[Number of Opinions]), ALLSELECTED('Date'[Month/Year]))) — this divides each cell by the max value in that same product's row across all the months currently in view, giving you a 0–1 value that's naturally normalized per row.

Then in the matrix's conditional formatting, set 'Format by: Field value' and point the color scale at this new measure instead of at Number of Opinions directly, while still displaying Number of Opinions as the visible value. Each row will now color relative to its own trend instead of competing against every other product for the same month.

One caveat: ALLSELECTED needs to match whatever field is actually driving your matrix columns (swap 'Date'[Month/Year] for your real column field), and this approach assumes each row has at least one non-blank value to divide by.