E-commerce
October 1, 2026
Are you wondering how to make your products appear in Google's new "Popular Products" feature?
Good news: this organic section is accessible without buying advertising, provided you supply clean and structured product data. This is a major opportunity for e-commerce stores that want to capture qualified traffic without relying solely on ads.
In practical terms, Google aggregates information from several merchants to create a unique product page. Even a small site with few reviews can benefit from this visibility, provided it respects certain technical rules.
So how do you rank your products in this new showcase? On the agenda:
Why did Google launch this feature?
How does the popular products display work?
What data needs to be provided to be eligible?
How to leverage this visibility without advertising?
What strategy to adopt for small stores?
Let's go.
",
"Pre Summary Visible": true,
"Section Title 1": "Why did Google launch the Popular Products feature?",
"Section Title 1 Visible": true,
"Section 1": "
Faced with the rise of marketplaces like Amazon and Walmart, Google had to react to stay relevant in product search. Commercial queries are increasingly escaping the traditional search engine, captured by platforms that offer an integrated shopping experience.
With "Popular Products", Google reintroduces organic shopping directly into search results. This feature replaces the old Froogle approach, which was abandoned in favor of shopping ads. Now, internet users can discover products without the merchant having to pay for each click.
For e-merchants, this is a strong signal: organic visibility in Google Shopping is back in the spotlight. It is no longer just about optimizing your pages for text, but also structuring your product data so that Google can display them in these new showcases.
Summary
Why did Google launch the Popular Products feature?", "Section Title 1 Visible": true, "Section 1": "<p dir="auto">Faced with the rise of marketplaces like Amazon and Walmart, Google had to react to remain relevant in product search. Commercial queries are increasingly escaping the traditional search engine, captured by platforms that offer an integrated shopping experience.</p><p dir="auto">With “Popular Products”, Google reintroduces organic shopping directly into search results. This feature replaces the old Froogle approach, which was abandoned in favor of shopping ads. Now, internet users can discover products without the merchant having to pay for each click.</p><p dir="auto">For e-merchants, this is a strong signal: organic visibility in Google Shopping is coming back to the forefront. It is no longer just about optimizing your pages for text, but also structuring your product data so that Google can display them in these new showcases.</p>"
Faced with the rise of marketplaces like Amazon and Walmart, Google had to react to remain relevant in product search. Commercial queries are increasingly escaping the traditional search engine, captured by platforms that offer an integrated shopping experience.
With "Popular Products", Google is reintroducing organic shopping directly into search results. This feature replaces the old Froogle approach, which was abandoned in favor of shopping ads. Now, internet users can discover products without the merchant having to pay for every click.
For e-merchants, this is a strong signal: organic visibility in Google Shopping is coming back to the forefront. It is no longer just about optimizing your pages for text, but also about structuring your product data so that Google can display them in these new showcases.
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How does the display of popular products in Google work?", "Section Title 2 Visible": true, "Section 2": "<p dir="auto">The "Popular Products" feature is mainly activated on mobile, in the United States and India, for apparel and accessory searches. When a user searches for "down jacket" for example, an interactive card appears after the ads and a few organic results.</p><p dir="auto">This card offers dynamic filters: the user can refine by gender, product type, or style without launching a new search. They can also click on a product to see details, reviews, and the list of stores selling it, with prices displayed.</p><p dir="auto">The benefit for the merchant is twofold: on one hand, your products gain visibility without advertising; on the other hand, the interactive experience encourages the buyer to compare and click. However, your data must be correctly provided to appear in this selection.</p>
The "Popular Products" feature is activated primarily on mobile, in the United States and India, for clothing and accessory searches. When a user searches for "puffer jacket" for example, an interactive card appears after the ads and a few organic results.
This card offers dynamic filters: the user can refine by gender, product type, or style without launching a new search. They can also click on a product to see details, reviews, and the list of stores selling it, with prices displayed.
The benefit for the merchant is twofold: on one hand, your products gain visibility without advertising; on the other hand, the interactive experience encourages the buyer to compare and click. However, your data must be correctly provided to appear in this selection.
What data does Google use to build product listings?", "Section Title 3 Visible": true, "Section 3": "<p dir="auto">Google builds each product listing by aggregating information found on the websites of various merchants. The photos might come from one store, reviews from another, and the price from a third. It is a mix that levels the playing field.</p><p dir="auto">Concretely, even an e-commerce site with few customer reviews or limited images can benefit from the reputation of other sellers. However, Google seems to favor reviews published on the manufacturer's site, which reinforces the importance of a solid content strategy around your products.</p><p dir="auto">For small stores, this is an opportunity: you do not need to accumulate hundreds of reviews to be visible. On the other hand, you must provide accurate and complete product data, as this is the basis of your eligibility.</p>
Google composes each product page by aggregating information found on the websites of different merchants. Photos may come from one store, reviews from another, and the price from a third. It is a mix that levels the playing field.
Concretely, even an e-commerce site with few customer reviews or limited images can benefit from the reputation of other sellers. Google seems, however, to prioritize reviews published on the manufacturer's site, which reinforces the importance of a solid content strategy around your products.
For small stores, this is an opportunity: you do not need to accumulate hundreds of reviews to be visible. On the other hand, you must provide precise and complete product data, as this is the basis of your eligibility.
How do dynamic filters improve the shopping experience?", "Section Title 4 Visible": true, "Section 4": "<p dir="auto">One of the major assets of \"Popular Products\" is interactivity. Users can filter results by category, size, color, or style without leaving the page. This fluidity encourages exploration and extends the time spent on search results.</p><p dir="auto">For the merchant, this means your products can be discovered by buyers who didn’t have a specific intent at the start. Clicking on a \"puffer\" filter can reveal your down jacket to a user who was simply searching for a \"winter jacket\".</p><p dir="auto">This dynamic highlights the importance of a clear catalog architecture and well-documented product sheets. The more structured your data is, the better Google can match it to the right filters and present it to the right buyers.</p>
One of the major assets of "Popular Products" is interactivity. The user can filter the results by category, size, color, or style without leaving the page. This fluidity encourages exploration and extends the time spent on search results.
For the merchant, this means that your products can be discovered by buyers who did not have a specific intention at the start. A click on a "puffer" filter can reveal your down jacket to a user who was simply looking for a "winter jacket".
This dynamic highlights the importance of a clear catalog architecture and well-documented product sheets. The more structured your data is, the better Google can associate it with the right filters and offer it to the right buyers.
Why is Amazon missing from the popular product lists?", "Section Title 5 Visible": true, "Section 5": "<p dir="auto">An intriguing detail: Amazon does not appear in the "Popular Products" lists, even though it often ranks at the top of classic organic results. Walmart and eBay are present, sometimes with multiple sellers, but not the Seattle giant.</p><p dir="auto">The likely explanation is technical: Amazon is reluctant to use Google's structured data and shopping feeds. Yet, these two sources are essential for powering the product listings of the new feature, as explained in Google's official documentation.</p><p dir="auto">For e-merchants, this is a strategic opportunity. If a major competitor is missing from this showcase, your products have a better chance of being highlighted. However, you still need to provide the data that Google expects.</p>
An intriguing detail: Amazon does not appear in the "Popular Products" lists, even though it often ranks at the top of traditional organic results. Walmart and eBay are present, sometimes with multiple sellers, but not the Seattle giant.
The probable explanation is technical: Amazon is reluctant to use Google's structured data and shopping feeds. Yet, these two sources are essential for powering the product listings of the new feature, as explained in Google's official documentation.
For e-commerce merchants, this is a strategic opportunity. If a major competitor is absent from this showcase, your products have a better chance of being highlighted. However, you must still provide the data that Google expects.
How to submit your products via Google Merchant Center?", "Section Title 6 Visible": true, "Section 6": "<p dir="auto">The fastest method to be eligible for "Popular Products" is to send a product data feed to Google Merchant Center. This is the same platform that manages Shopping ads, but no advertising is required for this organic feature.</p><p dir="auto">You can create this feed from your XML sitemap or directly from your e-commerce platform. The key is to provide complete information: title, description, price, availability, image, brand, and unique identifiers.</p><p dir="auto">The lack of link between advertising and organic ranking is an important point to understand. You can send your data without spending a penny on ads, yet benefit from visibility in this new section. This is a lever often under-exploited by merchants.</p>
The fastest way to be eligible for "Popular Products" is to submit a product data feed in Google Merchant Center. This is the same platform that manages Shopping ads, but no advertising is required for this organic feature.
You can create this feed from your XML sitemap or directly from your e-commerce platform. The key is to provide complete information: title, description, price, availability, image, brand, and unique identifiers.
The lack of connection between advertising and organic ranking is an important point to understand. You can submit your data without spending a single penny on ads, and yet still benefit from visibility in this new section. This is a lever that is often underutilized by merchants.
What role do structured data play in this ranking?", "Section Title 7 Visible": true, "Section 7": "<p dir="auto">In addition to the Merchant Center feed, structured data on your product pages are a powerful lever. Schema.org markup allows Google to precisely understand the content of your listing: price, availability, reviews, and ratings.</p><p dir="auto">This structured data is one of the sources Google uses to build the 'Popular Products' listings. They are especially important if you do not want to manage a separate feed, or if you sell on a platform that does not easily export it.</p><p dir="auto">For Shopify merchants, implementing these tags is made easier by modern themes. Check that your theme includes product markup, and regularly test your pages with Google's validation tools to ensure everything is correct.</p>
In addition to the Merchant Center feed, structured data on your product pages is a powerful lever. Schema.org markup allows Google to precisely understand the content of your product sheet: price, availability, reviews, ratings.
This structured data is one of the sources that Google uses to build "Popular Products" listings. They are all the more important if you do not want to manage a separate feed, or if you sell on a platform that does not export it easily.
For Shopify merchants, the implementation of these tags is facilitated by modern themes. Check that your theme includes the product markup, and regularly test your pages with Google's validation tools to ensure that everything is correct.
How do customer reviews influence your product visibility?", "Section Title 8 Visible": true, "Section 8": "<p dir="auto">Google seems to place particular importance on reviews published on the manufacturer's website. Even if reviews from different shops are aggregated, the manufacturer's reviews hold a special weight in the displayed product sheet.</p><p dir="auto">For a small shop, this means you can benefit from reviews collected elsewhere, but also that your own reviews can strengthen the page of a product you sell. This is an incentive to carefully manage your review collection strategy.</p><p dir="auto">Encourage your customers to leave detailed reviews, respond to negative feedback, and highlight positive testimonials. These actions improve your credibility in the eyes of Google and potential buyers.</p>
Google seems to place particular importance on reviews published on the manufacturer's website. Even if reviews from different shops are aggregated, those from the manufacturer carry special weight in the displayed product sheet.
For a small shop, this means you can benefit from reviews collected elsewhere, but also that your own reviews can strengthen the sheet of a product you sell. This is an incentive to carefully manage your review collection strategy.
Encourage your customers to leave detailed reviews, respond to negative feedback, and highlight positive testimonials. These actions improve your credibility in the eyes of Google and potential buyers.
How can small shops compete with big brands?", "Section Title 9 Visible": true, "Section 9": "<p dir="auto">The "Popular Products" feature levels the playing field to some extent. All shops are associated with the same images and reviews, which reduces the visual brand awareness advantage of big brands.</p><p dir="auto">The main differentiating factor then becomes price. If your shop offers competitive pricing, you have a good chance of being chosen, even against well-known brands. This is an incentive to optimize your pricing strategy and delivery costs.</p><p dir="auto">For small businesses, it is also a reason to carefully manage their presence in Google Merchant Center. A well-configured feed can place you alongside much larger competitors, with the same chances of being clicked.</p>
The "Popular Products" feature partially levels the playing field. All stores are associated with the same images and reviews, which reduces the advantage that big brands have in terms of visual recognition.
The main differentiating factor then becomes price. If your store offers a competitive rate, you have a good chance of being chosen, even when up against well-known brands. This is an incentive to optimize your pricing strategy and shipping fees.
For small businesses, this is also a reason to carefully manage their presence in Google Merchant Center. A well-configured feed can place you alongside much larger competitors, with the same chances of being clicked.
What strategy should you adopt to maximize your presence in this section?", "Section Title 10 Visible": true, "Section 10": "<p dir="auto">The first step is to set up a complete product feed in Google Merchant Center, even if you do not buy advertising. This is the fastest path to inclusion in \"Popular Products\".</p><p dir="auto">In parallel, implement structured data on your product pages. These two sources of information are complementary and increase your chances of appearing in Google's aggregated listings.</p><p dir="auto">Finally, monitor your performance regularly. Since the feature is recent and limited to certain markets, it is important to track its evolution and adapt your strategy accordingly. Merchants who get in early will have a definite advantage.</p>
The first step is to configure a complete product feed in Google Merchant Center, even if you do not buy advertising. This is the fastest path to inclusion in "Popular Products".
In parallel, implement structured data on your product pages. These two sources of information are complementary and increase your chances of appearing in Google's aggregated listings.
Finally, monitor your performance regularly. As this feature is recent and limited to certain markets, it is important to follow its evolution and adapt your strategy accordingly. Merchants who get started early will have a definite advantage.
How does Qstomy help optimize your product presence on Google?", "Section Title 11 Visible": true, "Section 11": "<p dir="auto">Qstomy, as a Shopify AI agent, helps you turn every visit into a conversion opportunity. By guiding your customers to the right products, you increase your sales and collect valuable data on purchasing behaviors.</p><p dir="auto">This data can fuel your SEO strategy: by understanding which products are most viewed and appreciated, you can optimize your product pages and feeds to match Google's expectations. A better customer experience also translates into more positive reviews.</p><p dir="auto">Qstomy also facilitates order tracking and customer service management, reducing friction and encouraging customers to leave reviews. These positive signals boost your credibility in the eyes of Google and shoppers.</p>
Qstomy, as a Shopify AI agent, helps you turn every visit into a conversion opportunity. By guiding your customers to the right products, you increase your sales and collect valuable data on purchasing behaviors.
This data can feed your SEO strategy: by understanding which products are the most viewed and the most appreciated, you can optimize your product pages and feeds to match Google's expectations. A better customer experience also translates into more positive reviews.
Qstomy also facilitates order tracking and customer service management, which reduces friction and encourages customers to leave reviews. These positive signals reinforce your credibility in the eyes of Google and buyers.
What checklist should you follow to appear in Google's popular products?", "Section Title 12 Visible": true, "Section 12": "<p dir="auto">Here is a concise checklist to maximize your chances of appearing in "Popular Products":</p><ul dir="auto"><li data-preset-tag="p"><p><strong>Merchant Center Feed</strong>: create and submit a complete product feed, even without ads.</p></li><li data-preset-tag="p"><p><strong>Structured Data</strong>: implement Schema.org markup on all your product pages.</p></li><li data-preset-tag="p"><p><strong>Customer Reviews</strong>: encourage detailed reviews and respond to feedback.</p></li><li data-preset-tag="p"><p><strong>Competitive Pricing</strong>: monitor your prices and shipping costs.</p></li><li data-preset-tag="p"><p><strong>Performance Tracking</strong>: regularly analyze your data to adjust your strategy.</p></li></ul><h3 dir="auto">In short</h3><p dir="auto">"Popular Products" is a major organic opportunity for e-merchants. By providing clean and structured data, you can compete with big brands without an advertising budget.</p><h3 dir="auto">FAQ</h3><p dir="auto"><strong>Do you need to buy ads to appear in this section?</strong> No, no advertising is required. A Merchant Center feed is enough.</p><p dir="auto"><strong>Is the feature available everywhere?</strong> For now, it is limited to mobile in the US and India, for apparel and accessories.</p><p dir="auto"><strong>Do small shops have a chance?</strong> Yes, because Google aggregates data from multiple merchants, which reduces the advantage of big brands.</p>", "Section 12 Visible": true, "Image": { "url": "https://framerusercontent.com/images/pzZ5SV33qVaVvBSUfkMh502B8.png" }, "Author": "Enzo
Here is a concise checklist to maximize your chances of appearing in "Popular Products":
Merchant Center Feed: create and submit a complete product feed, even without advertising.
Structured Data: implement Schema.org markup on all your product pages.
Customer Reviews: encourage detailed reviews and respond to feedback.
Competitive Pricing: monitor your rates and shipping fees.
Performance Tracking: regularly analyze your data to adjust your strategy.
In brief
"Popular Products" is a major organic opportunity for e-merchants. By providing clean and structured data, you can compete with big brands without an advertising budget.
FAQ
Do you need to buy ads to appear in this section? No, no advertising is required. A Merchant Center feed is enough.
Is the feature available everywhere? For now, it is limited to mobile in the US and India, for apparel and accessories.
Do small shops stand a chance? Yes, because Google aggregates data from multiple merchants, which reduces the advantage of big brands.
",
"Section 12 Visible": true,
"Image": {
"url": "https://framerusercontent.com/images/pzZ5SV33qVaVvBSUfkMh502B8.png"
},
"Author": "Enzo
To go further: Integrating customer service answers into an e-commerce SEO strategy useful to customers - Qstomy, How to integrate Shopify with Amazon for products, stock, and reviews? - Qstomy, Training an e-commerce chatbot with Shopify: using the right data without creating bad answers - Qstomy, How to use an AI chatbot to compare two products in your store? - Qstomy, E-commerce SEO strategy for category pages - Qstomy, How does ranking on Google Shopping work? Paid, free, and data quality - Qstomy, How does SEO work for e-commerce sites? - Qstomy.
Enzo
October 1, 2026
