Reddit, the social media and discussion platform, is testing a new AI-powered search feature that adds interactive product carousels to shopping-related queries for a small group of users in the United States.
When a user searches for product advice, such as "best noise-canceling headphones" or "electronic gift ideas for a college student," search results may now include a carousel displaying products drawn from related Reddit posts and comments, complete with pricing, images, and direct links to retailers.
Tapping a product card surfaces additional details and routes users to select purchase pages.
For the initial test, queries related to consumer electronics will also draw products from partner catalogues supplied through Shopping and Dynamic Product Ads (DPA), a format that automatically pulls inventory and pricing data from retailer feeds.
Reddit said the feature is designed around the way its users already engage with the platform, citing shopping research and peer recommendations as among the most common reasons people visit the site.
The company said it would continue refining the experience based on how users interact with the feature before any broader rollout.
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The test marks a significant commercial step for Reddit, which has long hosted organic product discussions across its communities but has had limited infrastructure to convert that intent into direct purchasing activity.
Reddit went public in March 2024 and has since been expanding its advertising and commerce capabilities as it seeks to grow revenue beyond its core display advertising business.
The recap
- Reddit tests AI-powered product carousels in search results.
- Carousels show pricing, images and direct where-to-buy links.
- Company will learn from usage and refine the experience.
