.webp){kind=small}
Bing is testing a larger sponsored product carousel in shopping search results, according to Search Engine Land. The test feature a double-row layout that gives paid placements more above-the-fold visibility than the current single-row format.
What the Test Shows
The expanded layout pairs a two-row sponsored product carousel with organic website cards beneath. Search Engine Land reports the test is limited in scope. Not all users searching the same terms see the expanded format, with some seeing the standard compact layout instead. No Microsoft Advertising announcement has accompanied the experiment.
Microsoft's Retail Ad Investment
The test follows recent development activity in Microsoft's retail ad formats. In January 2026, Microsoft launched Copilot Checkout, a feature that embeds product purchase flows inside Bing's AI shopping interface. The company also launched Brand Agents: conversational ad units for retail search queries. A larger product carousel, if it rolled out, could complement both formats by increasing paid placement visibility at the point where users encounter product results.
Competitive Context
Google Shopping's carousel is the dominant format in product search advertising, appearing at the top of search result pages with prominent visual placement across desktop and mobile. Bing's current single-row carousel is less prominent, which affects the relative value of Microsoft Ads Shopping campaigns for retail advertisers comparing platforms.
A double-row expansion would represent a structural change to Bing's shopping ad format and the most direct step Microsoft has taken to narrow the visual gap with Google Shopping.
Recap
How does Bing's test carousel compare to Google Shopping?
Google Shopping uses a prominently placed, horizontally scrollable carousel at the top of product search results, giving paid listings dominant above-the-fold visibility. Bing's current single-row format is smaller by comparison. The double-row layout under test would bring Bing's shopping ad format closer to Google Shopping's visual prominence, though the formats differ in structure: Google's carousel is scrollable with product images, prices, and retailer names, while Bing's test stacks paid products in two rows alongside organic website cards.
What should Microsoft Ads advertisers do about this test?
No action is required. Advertisers already running Shopping campaigns on Microsoft Ads would be automatically eligible for the new format if it rolls out broadly, as Shopping campaigns feed carousel placements automatically. Microsoft Advertising has not announced any campaign setup changes or pricing adjustments tied to the larger carousel. The test is limited and unconfirmed as of publication.
How is Microsoft building its retail ad presence on Bing?
Microsoft has expanded its retail ad formats on Bing with two recent launches. Copilot Checkout, introduced in January 2026, embeds product purchase flows inside Bing's AI shopping interface and reported 53% more purchases completed within 30 minutes and 194% higher purchase likelihood in tested sessions. Brand Agents are conversational ad units for retail search queries that Microsoft says delivered 3x higher conversion rates in AI-assisted Bing sessions. A larger product carousel, if it rolled out, would complement both formats by expanding the visible footprint of paid listings at the top of shopping queries.
