diff --git a/crates/snapbox/src/data.rs b/crates/snapbox/src/data.rs
index 911154bb..aa5f9b1e 100644
--- a/crates/snapbox/src/data.rs
+++ b/crates/snapbox/src/data.rs
@@ -316,7 +316,13 @@ impl Normalize for NormalizeMatches<'_> {
                 Data::text(lines)
             }
             #[cfg(feature = "json")]
-            DataInner::Json(_) => todo!("unsure of how to do matches here"),
+            DataInner::Json(value) => {
+                let mut value = value;
+                if let DataInner::Json(exp) = &self.pattern.inner {
+                    normalize_value_matches(&mut value, exp, self.substitutions);
+                }
+                Data::json(value)
+            }
         }
     }
 }
@@ -338,6 +344,36 @@ fn normalize_value(value: &mut serde_json::Value, op: fn(&str) -> String) {
     }
 }
 
+#[cfg(feature = "structured-data")]
+fn normalize_value_matches(
+    actual: &mut serde_json::Value,
+    expected: &serde_json::Value,
+    substitutions: &crate::Substitutions,
+) {
+    use serde_json::Value::*;
+    match (actual, expected) {
+        // "{...}" is a wildcard
+        (act, String(exp)) if exp == "{...}" => {
+            *act = serde_json::json!("{...}");
+        }
+        (String(act), String(exp)) => {
+            *act = substitutions.normalize(act, exp);
+        }
+        (Array(act), Array(exp)) => {
+            act.iter_mut()
+                .zip(exp)
+                .for_each(|(a, e)| normalize_value_matches(a, e, substitutions));
+        }
+        (Object(act), Object(exp)) => {
+            act.iter_mut()
+                .zip(exp)
+                .filter(|(a, e)| a.0 == e.0)
+                .for_each(|(a, e)| normalize_value_matches(a.1, e.1, substitutions));
+        }
+        (_, _) => {}
+    }
+}
+
 #[cfg(feature = "detect-encoding")]
 fn is_binary(data: &[u8]) -> bool {
     match content_inspector::inspect(data) {
@@ -597,4 +633,80 @@ mod test {
         });
         assert_eq!(Data::json(new_lines), data);
     }
+
+    #[test]
+    #[cfg(feature = "json")]
+    fn json_normalize_matches_string() {
+        let exp = json!({"name": "{...}"});
+        let expected = Data::json(exp);
+        let actual = json!({"name": "JohnDoe"});
+        let actual = Data::json(actual).normalize(NormalizeMatches {
+            substitutions: &Default::default(),
+            pattern: &expected,
+        });
+        if let (DataInner::Json(exp), DataInner::Json(act)) = (expected.inner, actual.inner) {
+            assert_eq!(exp, act);
+        }
+    }
+
+    #[test]
+    #[cfg(feature = "json")]
+    fn json_normalize_matches_array() {
+        let exp = json!({"people": "{...}"});
+        let expected = Data::json(exp);
+        let actual = json!({
+            "people": [
+                {
+                    "name": "JohnDoe",
+                    "nickname": "John",
+                }
+            ]
+        });
+        let actual = Data::json(actual).normalize(NormalizeMatches {
+            substitutions: &Default::default(),
+            pattern: &expected,
+        });
+        if let (DataInner::Json(exp), DataInner::Json(act)) = (expected.inner, actual.inner) {
+            assert_eq!(exp, act);
+        }
+    }
+
+    #[test]
+    #[cfg(feature = "json")]
+    fn json_normalize_matches_obj() {
+        let exp = json!({"people": "{...}"});
+        let expected = Data::json(exp);
+        let actual = json!({
+            "people": {
+                "name": "JohnDoe",
+                "nickname": "John",
+            }
+        });
+        let actual = Data::json(actual).normalize(NormalizeMatches {
+            substitutions: &Default::default(),
+            pattern: &expected,
+        });
+        if let (DataInner::Json(exp), DataInner::Json(act)) = (expected.inner, actual.inner) {
+            assert_eq!(exp, act);
+        }
+    }
+
+    #[test]
+    #[cfg(feature = "json")]
+    fn json_normalize_matches_diff_order_array() {
+        let exp = json!({
+            "people": ["John", "Jane"]
+        });
+        let expected = Data::json(exp);
+        let actual = json!({
+            "people": ["Jane", "John"]
+        });
+        let actual = Data::json(actual).normalize(NormalizeMatches {
+            substitutions: &Default::default(),
+            pattern: &expected,
+        });
+        if let (DataInner::Json(exp), DataInner::Json(act)) = (expected.inner, actual.inner) {
+            assert_ne!(exp, act);
+        }
+    }
 }