Reddit tests AI shopping carousels in search results

Reddit is piloting a new AI-powered shopping experience that transforms its famously trusted community recommendations into shoppable product carousels — a move that could reshape how the platform monetizes its search traffic.

What’s happening. A small group of U.S.-based users are seeing interactive product carousels appear in search results when their queries signal purchase intent — think “best noise-canceling headphones” or “top budget laptops.”

• The carousels sit at the bottom of search results and include pricing, images and direct retailer links.
• Products are surfaced from items actually mentioned in Reddit posts and comments — not just ad inventory.
• For consumer electronics queries, Reddit is also pulling from select Dynamic Product Ads (DPA) partner catalogs.

How it works. The AI identifies purchase-intent queries, scans relevant Reddit conversations for product mentions, and assembles them into structured, shoppable cards. Users can tap a card to get more details and link out to retailers.

Why we care. Reddit’s shopping carousels give advertisers a rare opportunity to reach consumers at peak purchase intent — at the exact moment they’re seeking peer validation for a buying decision. Unlike traditional display ads, products surfaced here benefit from the implicit trust of Reddit’s community context, making them feel less like ads and more like recommendations.

For brands already running Dynamic Product Ads on Reddit, this is a direct pipeline from community buzz to conversion.

Between the lines. Reddit is doing something its competitors haven’t quite cracked — using organic, peer-driven content as the foundation of a commerce experience rather than pure ad targeting.

That’s a meaningful distinction. Consumers increasingly distrust sponsored recommendations, and Reddit’s entire value proposition is built on authentic community voice. Formalizing that into a shopping layer could give it a credibility edge over traditional retail media networks.

The big picture. Retail media is a fast-growing business, and platforms with high-intent audiences are racing to claim their share. Reddit’s search traffic has grown significantly since its Google search partnership, making this a natural next frontier.

The bottom line. Reddit is experimenting with turning intent-driven search into commerce, aiming to make it easier for users to move from recommendation to transaction — without leaving the community context that drives trust.

Dig deeper. In Case You Saw It: We are Testing a New Shopping Product Experience in Search

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