How many SERPs contain at least one organic product carousel?

The rise of product carousels in Google search

Google's journey with shopping results has transformed dramatically over the years. What started as Froogle in 2002—a free price comparison tool—has evolved into a sophisticated e-commerce ecosystem. In 2012, Google shifted to a paid-only model, but the landscape changed again in April 2020 when free organic product listings returned.

Today, product carousels dominate certain types of searches. For e-commerce keywords, they appear in 60-80% of results, often in the top positions. This shift has pushed traditional organic blue links further down the page, fundamentally changing how users discover products. For a deeper dive into this history, check out our complete timeline of Google Shopping.

Why this metric matters

Understanding how often organic product carousels appear helps you gauge the opportunity for free visibility. If your products aren't optimized for Google Merchant Center and organic Shopping listings, you're potentially missing out on a significant traffic source that doesn't require ad spend.

The daily fluctuations in this metric reflect several factors: the mix of queries being tracked, seasonal shopping trends, and Google's ongoing experiments with SERP layouts. During peak shopping periods, you may see higher percentages as Google prioritizes product-focused results.

How many products appear in each carousel?

While this page shows whether SERPs contain product carousels, you might also want to know how many products appear when they do. Our analysis on average organic products shown in Google Shopping breaks down the typical number of products per carousel and how this varies over time.

How we calculate this data

For each day, we count the total number of unique SERPs tracked and compare it to the number of those SERPs that contain at least one organic product listing. The percentage represents the proportion of SERPs where Google chose to display organic product carousels.