Google is updating the look of of its product-oriented knowledge panels on mobile to show even more details about specific products in the search results.
In an example spotted by Vlad Rappoport, shown below, the shopping knowledge panel has a blue header and a new carousel featuring third-party editorial reviews and separate tabs for stores in addition to reviews along with several other features, like videos, to provide a one-stop resource for product information.
In the example above, there is one Shopping ad in the “Shop on Google” section. In other cases, the knowledge panel will feature a carousel of Shopping ads. The example below also features several product images in a carousel, as well as an additional “Details” tab.
Google pulls in user reviews from various sources, including merchants, manufacturers and brands that participate in the Product Ratings program and from platforms like Influenster.com. The editorial reviews about specific products are surfaced algorithmically.
Google first began showing ads in knowledge panels at the end of 2013. The update comes right before the holiday shopping season, a time when Google competes heavily with Amazon and others for product search volume. It also reflects Google’s move to provide more information about products in the search results themselves with features like side-by-side product comparisons, for example.
Google tweeted a GIF showing the new shopping panel experience: