Reddit tests AI-powered shopping carousels in search results

Reddit is testing a new AI-powered search feature that connects community recommendations with shoppable product listings. The feature pulls from product catalogs tied to its Shopping and Dynamic Product Ads partners and displays them directly inside search results.

When users submit shopping-related queries such as “best noise-canceling headphones,” the search results may now include a product carousel at the bottom of the page. The carousel contains product images, pricing, and direct links to retailer sites.

This test builds on Reddit’s existing Dynamic Product Ads system. The feature is currently limited to a small group of U.S.-based users and focuses on electronics-related shopping queries. Reddit has not said when or if it will expand the test to more categories or regions.

How the AI search shopping test works

The company says the AI system first identifies queries that signal purchase intent. It then scans relevant Reddit posts and comments for product mentions tied to the query. Those mentions are converted into structured product cards.

Each card displays the product name, image, price, and a link to a retailer. When a user taps on a card, they can view more details and navigate to a retailer’s site to complete a purchase or learn more.

The platform claims the carousel highlights products directly mentioned in real user discussions. For this initial test, some carousels are also sourced from select Dynamic Product Ads partner catalogs.

What this means for DPA partners and retail media

Reddit launched Dynamic Product Ads in May last year as its first shoppable ad product. DPAs display personalized product recommendations based on user interests and browsing signals.

With this test, DPAs are no longer limited to ad placements in feeds. They can now appear within search results tied to queries. This also places Reddit closer to platforms like TikTok and Instagram, which have integrated shopping features into content discovery. However, Reddit’s approach leans heavily on community conversations as the starting point.

Why Reddit search is central to this move

Reddit’s search traffic has grown since its partnership with Google, which surfaced Reddit threads more prominently in search results. As more users come directly to Reddit to search for product advice, the company sees search as a larger business opportunity.

Executives have described Reddit’s AI search engine as a key area for growth, both as a product feature and as a revenue driver. This test shows how the company is exploring monetization inside search without separating ads from conversations.

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