Search Engine Results Pages (SERPs) are filled with a variety of features that compete for attention, and one of the most impactful of these is the Popular Products feature.

While some SEOs see these features as obstacles that push down traditional organic results, they also present unique opportunities to increase brand visibility and product inclusion across search results.

In this blog, we’ll dive into data regarding the impact of the Popular Products feature, who can benefit the most from it, and how you can optimize your products to get included.

 Table of contents: 

Key Takeaways:

  • Growing Market Presence: Between 2024 and 2026, the Popular Products feature has seen a significant rise in prevalence, increasing approximately 36% year-over-year.
  • High-Value Real Estate: Appearance for the feature in top-tier rank positions (1–3) surged by roughly 72% over the past two years, highlighting a massive opportunity for e-commerce visibility.
  • Industry Hotspots: The industries most impacted by this feature include Business & Industrial (15.29%) and Home & Garden (14.29%), followed closely by Apparel and Hobbies. 

What is the Popular Products SERP Feature?

The popular products SERP feature is a specialized search result that showcases product-related information directly within search results.

It allows users to see detailed information about products from multiple brands at once without having to click through several websites.

Here’s an example of what it looks like:

 

Not to be confused with Google Shopping ads which appear like this:

When you click on one of the products in this feature, a Google-hosted product page with reviews, images, store options, and more will appear.

Google released this feature in January 2020, with the goal of helping consumers, “know what’s out there, find inspiration, compare your choices and decide what and where to buy.”

 

Why Should SEOs Care About the Popular Products SERP Feature?

Products that appear prominently on the search results page gain more visibility, which can lead to higher click-through rates and increased sales.

As such, by effectively leveraging the popular products SERP feature, businesses can improve their online presence and boost conversions by making their products more accessible and attractive to search engine users.

But how often does this SERP feature actually appear and how high in the SERP does it typically present? Answering these questions will help you determine whether optimizing for this SERP feature is worth your time.

Let’s dive into the data.

Popular Products Appears Similarly Across Mobile and Desktop 

Drawing from an extensive dataset of more than 500 million tracked search queries analyzed in our Research Grid, we observed that from January 2024 to January 2026, the popular products feature surfaced in over 56 million searches on both desktop and mobile searches.

This marks a shift from our previous analysis which took place between July 2022 to June 2024, when the SERP feature appeared on desktop 19% more frequently than mobile.

In Research Grid, keywords are rank tracked in both mobile and desktop monthly.

Popular Products SERP Feature Increases ~36% YoY

Based on both desktop and mobile data, the prevalence of the popular product feature in top rank positions is only increasing.

As you can see, its appearance has increased steadily from January 2024 to January 2026 for rank positions 1-3 and 4-10 on desktop.  The trend is similar on mobile, with the popular product feature increasing roughly 72% for rank positions 1-3 over the same two-year period. This highlights the growing prominence and opportunity the SERP feature offers for ecommerce brands that optimize within Google Merchant Center.

Who Should Leverage the Popular Products SERP Feature?

When it comes to which industries are most impacted by the popular products SERP feature, we once again referenced our Research Grid dataset to find the answer.

Here are the industries where the popular products feature appears most frequently in the SERP for related searches.

Keyword categorization sourced from Google

Industries Most Impacted By Popular Products SERP Feature: Business & Industrial and Home & Garden

The industries most frequently impacted include business and industrial (15.29%), home and garden (14.29%), apparel (11.38%), and hobbies and leisure (10.28%).

Given the substantial visibility and traffic opportunities provided by the SERP feature, companies within these industries would likely benefit by optimizing their product listings to increase their chances of getting included.

In doing so, they can capitalize on the considerable SERP real estate the feature occupies, enhancing their online presence and consumer reach.

Next Steps: How to Optimize for the Popular Products SERP Feature

To optimize your chances of being included in the popular products feature, consider implementing the following strategies:

Upload Your Product Feed to the Google Merchant Center

Uploading your product feeds to the Google Merchant Center allows Google to pull detailed product information directly into the SERPs.

When doing so, ensure your product feed is accurate and up-to-date to increase the chances of your products appearing in relevant searches.

The attributes you’ll need to include are ID, title, description, link, image_link, price, brand, gtin, and availability.

Recommended Reading: How to Optimize Your Google Shopping Product Feed

Implement Structured Data

 Use schema markup, such as Product schema, to provide Google with detailed information about your products. This helps Google understand and display your product data accurately in the SERP feature. 

Focus on High-Quality Images

 Use clear, high-quality images for your products, as they are crucial for attracting user attention in product listings. 

Maintain Competitive Pricing

Ensure your pricing is competitive and clearly displayed to attract potential customers.

Encourage Customer Reviews

Positive reviews can significantly enhance your product's appeal in search results, so encourage satisfied customers to leave feedback.

Enhance Product Titles and Descriptions

Craft clear, descriptive titles and summaries that accurately reflect the product. 

Frequently Asked Questions About the Popular Products SERP Feature

1. What is the difference between Popular Products and Google Shopping Ads?

While both showcase products, Google Shopping Ads are paid placements marked with a "Sponsored" or "Ad" label. The Popular Products feature is an organic, specialized search result that aggregates product information from multiple brands into a single, browsable module directly in the SERP.

2. Do I need a Google Merchant Center account to appear in Popular Products?

Yes. Uploading your product feed to the Google Merchant Center is the primary way Google retrieves the detailed information (such as price, brand, and availability) needed to populate this feature.

3. Can I rank in Popular Products if my page is canonicalized?

Yes. Many e-commerce sites canonicalize variant pages (like different colors of the same shirt) back to a single parent URL. However, your Google Merchant Center feed should still include all variants. Google can match specific variant intent (e.g., "blue suede loafers") using your feed data, even if your site doesn't have a unique, indexable URL for every single option.

4. What happens if my product feed price and website price don't match?

Google prioritizes accuracy and user trust. If there is a persistent mismatch between the price in your Merchant Center feed and the price on your landing page, Google may "disapprove" the item or remove it from the Popular Products feature entirely. Using automated feed updates can help ensure your server-side data stays synced with what Google sees.

5. Are specific industries excluded from the Popular Products SERP Feature?

While most retail categories are eligible, Google typically limits these features for "YMYL" (Your Money, Your Life) categories that require strict regulation, such as certain pharmaceuticals or highly sensitive financial products.

Conclusion

Interested in analyzing the frequency and visibility of the popular products SERP feature for your site?

We’re happy to provide tailored insights into its occurrence and the rank positions it holds for your priority topics.

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<<Editor's Note: This blog was originally published in August 2024 and has since been updated.>>